Brand Development Strategies Research Articles

Brand Horlicks in India: an epitome or an epitaph?

PurposeThis paper aims to focus on the insights from the brand journey of Horlicks in India and evolution of the health food drinks (HFD) category.Design/methodology/approachThe paper explores the key reasons for the slowdown in the HFD category and the descent of brand Horlicks in India. It follows the strategic decisions and actions that Horlicks’ parent GlaxoSmithKline Consumer Healthcare took over its journey of close to 100 years. It also highlights the cardinal mistakes that it made in distribution networks, brand extensions, etc. and how these could have possibly eroded the brand equity of Horlicks.FindingsHorlicks as a brand made many strategic errors. It frequently and needlessly fiddled with unrelated categories in contrast to its nutrition agenda. It unnecessarily spent on developing brand extensions in unhealthy categories that customers did not value or relate to. It was strategically blinded by the dominance in two geographies and continued to be under-invested in distribution networks in others. In addition, it took too long to read the writing on the wall in terms of growing consumer consciousness about the presence of sugar and fats in health foods. Even when clear signals were available of the impending slowdown the HFD category faced, despite being the market leader in the HFD segment, it showed limited urgency to foster an innovation to bolster the category.Practical implicationsCompanies need to focus on a sharp business model and not try to be everything for everyone. Companies that gain valuable insight of what its customers value and design their business model to satisfy these requirements have higher chances of surviving through the weft and warp of time.Originality/valueThe paper considers the context of the highly dynamic fast-moving consumer goods (FMCG) industry in India. It is an industry where for some of the categories like HFD, the brand equity of the mother brand may or may not have a rub-off effect on brand extensions, or dominance in a particular geography may not translate to similar dominance in another geography owing to heterogeneity factor. In such a scenario, brands such as Horlicks, which do not have a consistent and coherent strategy, find it difficult to grow their market share or the category. It provides insights into the common pitfalls in brand development strategy and how it can be avoided.

DEVELOPMENT OF PRICE STRATEGIES TO SUPPORT BRAND POSITIONING: STRATEGIC ISSUES FOR MARKETING POLICIES

Topicality. Marketing policies become more sophisticated and more focused nowadays. On many consumer markets there is a trend for differentiating and branding products as a response to defragmentation of the market. Brand is no more just a promotion tool; it shapes the company-customer relations for a long period. Brand is a concept completely based on understanding customer needs and evaluating related values. Meanwhile pricing policy remains a conservative part of marketing, which relies mostly on internal factors. Brand requires a careful positioning and price has to follow. Transforming the pricing into a powerful strategic instrument for gaining a desired marketing segment implies price positioning. The problem of it relates to the dilemma of meeting customer expectations concerning their willingness to pay and financial objectives based on profitability.Aim and tasks. The purpose of the article is to identify the conceptual framework for development a pricing strategy, which follows brand positioning and ensure targeted profit requirements. To develop an appropriate pricing policy a comprehensive process of positioning shall be structured a step-by-step process. Positioning may relay on different factors ranging from quality and consumer value to competitors’ prices and benefits. A coordinated policy decisions shall follow. The next task is to ensure financial effectiveness of price policy. That requires a profound analysis of both external and internal factors. Strategic vision will reflect the positioning target. The several options of pricing strategies appear and the task of the company to choose the most appropriate one.Research results. Pricing itself shall not be rigid, but its main goal - to support the brand development strategy. There are three general options for such strategies. The first one focuses on increasing sales profits among loyal customers. Therefore, the brand is becoming more focused, its promotion is more aggressive, and the positioning is more consolidated. Usually, the price increases gradually, first on new product modifications, special series, in conjunction with additional services, and so on. But the price increases as long as consumer loyalty is not compromised. The second strategy is aimed at increasing the segment of loyal consumers by "catching" consumers, loyal to other brands or disloyal to any brand in general. One of the options for such a delusion involves aggressive pricing. In most cases, a product with extremely competitive "price-quality" and powerful marketing support is being created, aimed at forming a new group of loyal consumers. As a result, the price will not change in the long run while sales are increasing. The key to succeeding in this policy is to prevent loyal customers from being "lured" to new consumers. The third version of the strategy of brand development implies its expansion into new segments of the market. The focus of the brand becomes more vague, it is more focused on the properties of the product, but not on consumer preferences. Price becomes less emotional, but more rational factor of consumer choice. Pricing becomes similar to that of the non-branded market.Conclusions. Thus, to achieve sustainable financial objectives shall consider mostly irrational pricing factors, among which the willingness or desire of consumers to pay a price for the product is the most prominent. Branded markets are determined by the predominance of irrational aspects of pricing. Therefore, the pricing strategy is aimed at the intensive use of communication tools. However, rational factors such as the volume of the target market segment, consumer value and competitive price also play an important role in shaping the financial success of pricing on markets of branded products.

Black or green? Exploring the drivers and roadblocks behind renewable electricity consumption

ABSTRACTThis article explores the nature of the green power market (households) in Australia and identifies the motivations behind the household purchase of green electricity. Attribution theory has shed new light on consumer processes and the interpretation of information that informs brand and service development strategies. Our study highlights how organisational image and perception of prices plays a significant role in either assisting or impeding sustainable consumption behaviours. This article uses survey data to improve understanding of Australian household norms and attitudes that drive green electricity purchase behaviours. In doing so, it presents the options that would be available to renewable electricity providers to increase their appeal to the consumer. The study suggests that the government should be clear in disseminating relevant and factual information information to consumers, while organisations should focus on product differentiation, value-added services and customer orientation to increase the adoption level of renewable electricity. We leverage off attribution theory and attitudinal frameworks to understand these insights. These are imperative to inform appropriate sustainable brands and innovations in the renewable power sector, and government environmental policy.

STRATEGIC DEVELOPMENT MECHANISM OF THE FRANCHISING BRAND

Introduction. Globalization and integration processes refer to the subjects of network business towards the organisation and development of a general perception of common corporate goals and values, the creation and implementation of common network standards and technologies through the formation of a system of knowledge about the brand. The aim of the brand creation, which is the result of the interaction cooperation, is to form a circle of potential consumers of the company that have a similar cognitive structure, a system of knowledge, similar thinking, world perception and consciousness. The presence of these similar features in the company's network of business partners and customers can combine them into groups that have the only one system of values and high loyalty to the brand. That is why there is the scientific interest to develop a mechanism for the strategic development of the franchising brand. Purpose. The research aims to develop the theoretical and methodological aspects of the formation of strategies for the development of enterprises, which operate in the franchising market and use brand management technologies. Method (methodology). The methodological basis of the research is a set of scientific methods of systematic, dialectical and comparative analyses, which has provided a comprehensive study on the development of franchising in Ukraine. Such scientific methods as method of analysis, method of synthesis, method of scientific synthesis, method of comparison, method of grouping, and method of economic and statistical analysis have been used in the research of the theoretical approach to brand management, strategic management and definition of strategic characteristics of the franchising market in Ukraine. Results. The content and components of the brand have been studied. The features of brand management, determined by franchising activity, have been defined. Strategic monitoring of the franchising market has been conducted. Opportunities and threats, strengths and weaknesses have been identified. They form the basis for franchising brand development strategy. Segmentation of the market for franchises in the field of catering and trade has been carried out. It allows exploring the strategies of major players in the franchise market. The mechanism of strategic development of franchising brand with the use of the principles of interaction theory and the concept of network marketing has been worked out.

Global retail capital and the city: towards an intensification of gentrification

ABSTRACTThe emerging literature on retail gentrification has not paid much attention to the link between recent reconfigurations of retail capital (concentration, internationalization, and financialization) and the contemporary wave of “generalized gentrification”. In this paper, I argue that analyzing the strategies of stakeholders involved in sectors other than housing (in this case, the retail sector) should allow us to identify different forms of gentrification intensification. I investigate the case of the Marais – that is, one of the first Parisian neighborhoods having undergone gentrification – by mapping the frontier of retail gentrification over the long term (1965–2011) and at the scale of an entire neighborhood (more than 130 ha comprising over 2,000 commercial units). The key drivers of the process (commercial real estate, new brand development strategies, changing commercial environment, the role of public policies) and its social stakes (displacement/replacement of former stores) are then discussed.

A Influência da Imagem do País de Origem no Brand Equity: Um Estudo com Bancos Espanhóis

Como existem poucos estudos na literatura sobre a influncia da imagem do pas de origem no valor de marca de empresas de servios (como o caso de instituies financeiras), o objetivo deste artigo verificar se h influncia da imagem do pas de origem no brand equity de bancos espanhis. Foi empregada uma pesquisa descritiva e quantitativa, utilizando o mtodo de levantamento para verificar a hiptese de que a imagem do pas de origem (Espanha) influencia de forma positiva o brand equity de bancos espanhis. As anlises estatsticas envolveram: anlise de valores extremos, anlise fatorial e anlise de regresso. Como resultados, verificou-se que a dimenso Atitude, subjacente varivel Brand equity de bancos espanhis, mostrou sofrer mais influncia do que a dimenso Conscincia. Alm disso, verificou-se que a imagem do pas de origem influencia positivamente o brand equity de bancos espanhis. Os aspectos tcnicos, de forma geral, influenciam mais do que os aspectos amigveis, implicando, assim, um direcionamento para a estratgia de desenvolvimento da marca Espanha focada nesses aspectos. As limitaes dessa pesquisa incluem a utilizao de uma amostra no-probabilstica e o uso de bancos espanhis como objeto de estudo. Sugere-se o desenvolvimento de novos trabalhos na rea de servios, em diferentes categorias e com diferentes pases de origem, de forma a proporcionar novas discusses e embasamento terico para futuros estudos e aes estratgicas, com o objetivo de criar e melhorar a imagem dos pases.

Luxury Brand Development and Marketing Strategy: From a Perspective of Western Europe's Art Attributes

Luxury Brand Development and Marketing Strategy: From a Perspective of Western Europe's Art Attributes

China’s brands, China’s brand development strategies and corporate brand communications in China

The main contributions of this article include (i) the identification of different modes of brand development with five dimensions being identified: home-grown, corporate heritage, acquisition, association, joint-venture and alliance and (ii) the introduction of a distinct Chinese corporate brand total communications framework (consisting of six dimensions: primary, secondary, tertiary, family, guanxi and party (communist party) communications). This article identifies seven reasons why there has been a growth of interest in brands in China and also provides an overview of the main themes contained in the literature on China’s brands and brand management in China. Taking a historical perspective, it examines the use and significance of brands in China and identifies similarities between the importance accorded to China and the situation that existed in Great Britain during the industrial revolution. It notes the factors that have led to the exponential growth of interest in brands in China.

Exploring sport brand development strategies to strengthen consumer involvement with the product – The case of the Australian A-League

The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N=230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies – market penetration, market development and product development. The study contributes to sport management literature by (1) identifying strategies that can be used to position sport brands; (2) indicating how these strategies may be used to influence consumers’ brand associations; (3) demonstrating the close brand relationship between leagues and their clubs and (4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions.

Brand Development and Marketing Strategy of Traditional Korean Craft Products

Brand Development and Marketing Strategy of Traditional Korean Craft Products

Aggregate Impact of Different Brand Development Strategies

Current branding literature investigates the spillover effects and extension effects due to the introduction of product extensions. However, no study so far has evaluated the aggregate market impact of these effects across different brand development strategies or accounted for the strategic decision to introduce the extension. It is important to examine the above given the significant investments and the high failure rates associated with the introduction of new product extensions. In this study, we develop an analytical framework that derives revenue outcome due to an extension introduction as a function of spillover and extension effects. We empirically estimate the above effects through a Bayesian endogenous switching model that jointly models market shares of the extension and its parent brand along with the strategic decision to introduce the extension and the endogeneity in prices. By using a data set that covers 155 extensions introduced across 20 U.S. geographic markets, we obtain several new generalizable empirical insights. Our results show that spillover effects are higher for brand extensions, whereas line extensions benefit through larger extension effects. We find that vertically differentiating a line extension in terms of increased quality mitigates its negative spillover effects. The addition of a new brand name (i.e., sub-branding) lowers spillover effects for line extensions, whereas it increases the market performance for brand extensions. Our findings provide several strategic implications for manufacturers to successfully introduce and manage product extensions. Data, as supplemental material, are available at http://dx.doi.org/10.1287/mnsc.2014.1900 . This paper was accepted by Pradeep Chintagunta, marketing.

ENHANCING CONCEPT COMPREHENSION AND RECALL THROUGH IMAGERY - THE CASE FOR INTERNATIONAL STUDENTS

Teaching new marketing concepts to international students (from non-native speaking backgrounds) often poses challenges for lecturers. Past assessment results show that brand development strategies are poorly understood by international students studying a marketing principles course at an Australian tertiary institution. Students find difficulties in conceptualising the various brand development strategies via purely written and verbal description even when many examples are given. Therefore alternative pedagogical strategies are required to enhance students’ learning of particular concepts An empirical study, drawing upon cognitive psychology theory, was undertaken to determine whether an intervention strategy of using greater visual cues enhances international students’ understanding and recall of the brand extension concept. The study was conducted with two business diploma classes undertaking a first year university marketing principles course. The intervention class was taught the concept with diagrams using relevant pictorial cues. The control class was taught the same concept with diagrams alone. Both groups were tested for understanding and recall of the concept after one week. Participant test results and survey questionnaires support the hypothesis that the addition of picture cues enhances students’ comprehension as they mitigate the cognitive load caused by English vocabulary deficits. Picture cues prompted greater connections with students’ prior knowledge increasing meaning construction and the verbal and visual encoding enabled elaborate processing resulting in higher recall of the concepts. Additionally participants’ metacognitive reports proved the brand extension concept easier to recall when taught with imagery. These results indicate increased use of imagery can be a cost-effective strategy to enhance student learning when demonstrating new concepts to international students.

Study on Countermeasures of Export-Oriented Agricultural Industrialization Development in Shandong Province

In recent years, the development of export-oriented agriculture towards development of agricultural industrialization has more and more apparent promoting function in domestic. In Shandong Province, export-oriented agriculture develops better than other province where the traction effect is particularly evident to agricultural industrialization. In this article, according to favorable and adverse factors of favorable and unfavorable factors of Shandong export-oriented agricultural industrialization development, it put forward the countermeasures that can better and faster to promote it. That is accelerating the transformation of government functions; establish market consciousness firmly, implement brand development strategy; speed up establishing standard of related agricultural products; the full implement of the agricultural standardization production; strengthening the rural cooperative economic organizations construction; innovating the form of export-oriented agricultural industrialization and so on. Key words: Export-Oriented agriculture industrialization; Professional economic cooperation organization; Standardization

Impact of tourIsm marketIng on DestInatIon Image: InDustry perspectIves

The purpose of the current research is to study the importance of destination image to products and distribution partners in the tourism system. It also examines the perceived contribution of various image creation factors in stages of the consumer buying process. The study examines the opinions of management from travel products located in Australia and active marketing in the US and management from travel wholesalers marketing Australian travel products in the US. Results of the study highlight the importance of destination image to destination image stakeholders. It concludes that image creation factors play different roles during the consumer buying process. The study recognizes the perceived importance of Australian tourism Commission (ATC) brand development strategies. The Australian branding experience in the US provides insights for destination marketing organizations (DMOs) seeking to maximize their impact on destination image creation by leveraging “word of mouth,” public relations, e-marketing, and stakeholder marketing efforts.

Brands, quality badges and agricultural cooperatives: how can they co‐exist?

PurposeThe purpose of this paper is to examine different quality schemes and to determine how these could be combined by Agricultural Cooperatives into a brand development strategy designed not only to differentiate their products but also to enhance them with higher value added in the competitive landscape of the food industry.Design/methodology/approachThis paper will first address how brands have enclosed quality signs and even more, how consumers respond to it. Then, it will examine to what extent Greek Agricultural Cooperatives have developed brands for their products and whether they have used quality systems in their activities. Thus, the starting point in the paper's argument is that Agricultural Cooperatives have been slow to develop brands while consumers have been displaying a positive attitude towards these products.FindingsThis work suggests a solution to overcome the difficulties and drawbacks associated with the notion “cooperative product” and to compare its similarities with a collective brand, which has been previously proposed as a brand development strategy for the Agricultural Cooperatives.Practical implicationsThe development of a Quality System especially designed for agricultural cooperatives’ products and, in combination with product certification, can be used as a part of their brand strategy.Originality/valueAgricultural cooperatives could build a brand development strategy based on quality systems, Total Quality Management elements and hence attain the benefits associated with their implementation.

A Study on the Development Strategy of China’s Clothing Industry at the After-Quota Age

Textile clothing is an important backbone industry in China. China is the No.1 in the production and export of clothing in the world. Its gross clothing export accounts for one fourth total global clothing trade. After a period of development, the general industrial structure is composed of the fashionable dress industry, the clothing-processing industry, and the clothing industry. In 2005, the quota for textile products was canceled for the first time. The quota system that has restricted the export of textile clothing products for a long period retreated from the history forever. World textile clothing industry enters a brand-new age. The development trend of China’s clothing industry will focus on: scale, information, brand, and fashion. Confronting with favorable and unfavorable factors, we should hold five countermeasures: brand development strategy, technique talent strategy, total costs superiority strategy, supply chain advantage strategy, and standard qualification strategy.

지역적 아이덴티티확립을 위한 브랜드개발전략 -여수시수산물 브랜드개발을 중심으로-

With the advent of local autonomy, local governments are seeking balanced regional development through the decentralization of the central government`s authority. In line with this trend, each province has begun to recognize the significance of local identity as a means to promote regional development, and this recognition contributed to developing various brands using local resources. However, a number of these brands are similar to one another because they were developed without thoroughly analyzing and strategically differentiating local identities from one another. Thus, this study aims to propose local characteristics and consumer consciousness that need to be considered in local speciality brand development through practical marine product brand development cases representing Yeosu`s local characteristics. This study intends to contribute to setting an effective direction of marine product branding by applying local color to brand development strategies and brand identity elements and by suggesting post-management and promotion plans of local brand positioning.

International brand strategy of Taiwanese hi-tech enterprises

This paper compares two Taiwanese high-tech enterprises, Acer and Trend Micro, which choose different international brand marketing strategies due to the diverse managing types and product characteristics. The hardware products and business software sold by Acer and Trend Micro are discussed to reveal their international brand development and marketing strategy. The research findings can be provided for different enterprises for decision-making when they consider their internationalization and brand strategy.

Image formation, information sources and an iconic Australian tourist destination

Tourist destination brand image is a major influencing factor in traveller destination choice. This exploratory research into the information sources from which destination brand image evolves provides insights which have the potential to improve tourism destination brand development strategies. In-depth interviews with 21 international backpackers on Australia’s northern New South Wales coast indicate that mainstream media play little or no part in the formation of respondents’ image of the coastal destination of Byron Bay. Rather, word of mouth and autonomous independent information sources were the key media through which respondents formed their image of this iconic Australian tourist destination. Findings also show the importance of destination experience in the image formation process and suggest that destination marketing organizations (DMOs) can and should go beyond traditional mainstream media to communicate their brand message. Additionally, findings suggest the need for DMOs to provide leadership within the destination’s tourism industry to improve service delivery and exceed the ‘brand promise’.

Guaranty trust bank of Nigeria: Building a trusted brand in financial services

The case study is about the Guaranty Trust Bank (GTB) of Nigeria and charts the growth of the bank from startup to its current position as the fifthlargest bank in Nigeria. The case describes how the vision of the bank's two cofounders is turned into reality by adopting an ethical brand positioning for the bank in a competitive environment characterized by corruption and lack of trust. Students are invited to participate in a strategic review of the bank's growth prospects. Using a brand model, students are asked to review appropriate brand development strategies. © 2005 Wiley Periodicals, Inc.