Brand Differentiation Research Articles

The Success and Failure of “Legends of the Three Kingdoms” From the Perspective of Marketing

As people's entertainment methods are increasingly popular and rich, the board games industry is increasingly appreciated by customers. The “Legends of the Three Kingdoms”, which led the development of the industry, is now gradually declining, which is largely attributed to the mistake of the marketing strategy. This essay is based on the literature of the rules of operation of the board games and online games industry as well as the case analysis of “Legends of the Three Kingdoms”, using the 4P marketing theory to analyze the various periods of its development, and to clarify the effectiveness of these strategies and the impact on the competitiveness of brands. This essay finds that the success of the marketing strategy is mainly due to its focus on the needs of the player, and its failure is mainly due to the contradiction between the game concept and the game's reality. It can take measures to strengthen brand culture elements, focus on brand differentiation promotion, diversify marketing channels and continuously deepen copyright awareness to make marketing strategies sustainable development. The board games and online games industry should draw lessons from it, and the marketing strategy should be closely followed by the market trend and specific analysis in specific periods. Even if the company is in a good state of development, the importance of marketing strategy cannot be ignored.

Development and characterization of pearl millet (AHB 1200) starch nanoparticle‐based edible films: A paradigm shift in food packaging

AbstractPearl millet, known for its adaptability to challenging agro‐climatic conditions, emerges as a valuable candidate for biopolymer‐based packaging. The AHB 1200 cultivar, distinguished by its high starch content, provides a reliable source for biopolymer extraction. The conversion of pearl millet starch into nanoparticles by acid hydrolysis represents a cutting‐edge method to enhance biopolymeric materials. The inclusion of these nanoparticle concentrations (0.5%, 1%, 5%, and 10%) into the film results in improved mechanical characteristics, reduced water permeability, and increased biodegradability. Furthermore, the lowered water solubility and reduced water vapor transmission rate (WVTR) further underscore their positive contributions. This study comprehensively examines various film properties, encompassing WVTR from 7.23 ± 0.06 to 4.57 ± 0.08 g/m2/s, moisture content, solubility from 35.29 ± 0.51% to 30.09 ± 0.15%, burst strength from 1102.11 ± 0.99 g to 1535.71 ± 0.63 g, thermal stability, and biodegradability from 65.16% to 92.89%. The findings highlight the notable advancements achieved through the integration of starch nanoparticles.Practical applicationsPearl millet (AHB 1200) starch nanoparticle‐based edible films offer a versatile solution for specialized food packaging needs because of their compatibility with various food types, dairy products, fresh produce, and so on. These films act as a protective barrier and maintain product freshness during storage and transit. It also has enhanced mechanical strength and tear resistance and provides vacuum‐sealed packaging, ensuring an extended shelf life. Beyond their functional benefits, these edible films present an opportunity for branding and marketing differentiation. The films made with pearl millet have an earthy, natural appearance that fits with today's customer inclination for sustainable and environmentally friendly goods. This allows manufacturers to leverage the films as a means of conveying their commitment to environmentally friendly practices, enhancing their brand image and consumer loyalty. Furthermore, the biodegradability of these films is preferred over plastic waste. They offer a viable alternative to traditional plastic packaging, aligning with global initiatives to reduce the environmental impact of packaging materials.

Sustainable packaging innovations and their impact on HSE practices in the FMCG industry

Sustainable packaging innovations have emerged as a critical avenue for addressing environmental concerns and enhancing operational efficiency within the Fast-Moving Consumer Goods (FMCG) industry. This review delves into the multifaceted impact of sustainable packaging innovations on Health, Safety, and Environmental (HSE) practices within this sector. With the escalating global focus on environmental sustainability, FMCG companies are increasingly integrating sustainable packaging solutions into their operations. These innovations encompass a spectrum of approaches, including recyclable materials, biodegradable packaging, lightweight designs, and renewable resources. Such initiatives aim to mitigate the adverse environmental effects associated with traditional packaging practices, such as excessive waste generation and carbon emissions. The adoption of sustainable packaging innovations profoundly influences HSE practices in the FMCG industry. Firstly, it fosters a culture of environmental responsibility, prompting companies to prioritize eco-friendly materials and production processes. This shift aligns with regulatory standards and societal expectations, reducing the ecological footprint of FMCG products while enhancing brand reputation. Moreover, sustainable packaging innovations significantly impact health and safety aspects within FMCG operations. By reducing the reliance on non-biodegradable materials and hazardous substances, companies minimize occupational health risks for workers involved in packaging production and handling. Furthermore, lightweight packaging designs contribute to safer transportation and distribution practices, mitigating the likelihood of accidents and injuries along the supply chain. The integration of sustainable packaging innovations also engenders operational efficiencies within FMCG companies. Through optimization of packaging materials and processes, organizations can achieve cost savings, resource conservation, and enhanced supply chain resilience. These benefits bolster long-term competitiveness and profitability while reinforcing the commitment to HSE principles. Sustainable packaging innovations represent a transformative force within the FMCG industry, reshaping HSE practices and fostering a paradigm of environmental stewardship. As companies continue to prioritize sustainability in packaging strategies, they stand to realize tangible benefits in terms of regulatory compliance, operational efficiency, and brand differentiation. This review underscores the imperative for FMCG stakeholders to embrace sustainable packaging innovations as a cornerstone of responsible business practice in the 21st century.

Research on brand differentiation strategies that can be implemented for e-commerce transformation - Using PDD as a case study

In order to promote the transformation of China’s e-commerce industry, this study proposes a feasible strategy for brand differentiation based on the current status of China’s e-commerce, which is transitioning from high-speed growth to high-quality development. Under the guidance of a brand differentiation strategy, a brand differentiation strategy design system is constructed through case summaries and development analysis of PDD. Based on the theory of brand differentiation, this enables PDD to emerge as a leading company in a saturated and competitive market. When the market is highly homogenized, showcasing unique brand characteristics and differentiated features is the key to success. Through the theory of brand differentiation, combined with PDD’s brand development journey and differentiation strategy, we can identify the unique characteristics of the brand. This provides innovative ideas and serves as a reference for the transformation of China’s e-commerce.

Decoding The Covert Messages in Advertising: A Semiotics Case Study of Navi Mumbai

Semiotics is the study of signs and symbols, and how they are used to communicate meaning. It helps advertisers understand how different signs and symbols are interpreted by consumers of different groups. This helps companies in framing messages which can easily convey the exact message to the right target customers and audience. Signs include various colors, shapes, and images to evoke feelings as each of these is associated with specific emotions and feelings. The proper usage of the colors and symbols creates an impact and the advertisement is registered in the audience’s mind.
 Semiotics gives marketers an effective medium to communicate the meaning past words, utilizing signs and images that help in creating a brand identity and generate brand recall amongst the people. By utilizing components such as logos, colors, and symbolism, marketers make a visual impact that rises above phonetic clutter and encourages prompt acknowledgment. This enhances brand review and differentiation in an increasingly cluttered advertising scene.
 
 Semiotics plays a significant part within the domain of how shoppers see and decipher brand messages. This study aims to study its significant impact on shopper behavior, brand personality, and social reverberation.
 The study has been carried out in and around Navi Mumbai. Respondents mainly comprised marketing students, teachers and professionals among others. To understand the preference of consumers in depth, various tests like Chi Square, Anova, regression analysis and t tests were carried out by the researchers. Primarily, they reveal that consumer preference varies across age groups and various elements of semiotics have an impact on brand recognition. The managerial implications of each of the tested objectives have been discussed in detail further in the paper.

Innovation, Competitive Advantage, and Customer Loyalty: Insights from Live Streaming Enterprises

With the rapid development of e-commerce, giants like Baidu, Alibaba, and Tencent have ventured into the live streaming industry, leading to intense competition among numerous live e-commerce platforms and posing challenges related to customer retention. Despite platforms offering promotional activities, consumers' curiosity often leads to frequent platform switching. Furthermore, there has been a continuous increase in e-commerce complaints, especially in the live e-commerce sector, with issues related to logistics, product quality, returns, and exchanges affecting the overall shopping experience. Additionally, the lack of brand differentiation among platforms has contributed to decreased customer loyalty. This study investigates the relationship between innovation capability, competitive advantage, and customer loyalty in live streaming businesses, utilizing 576 valid questionnaires and structural equation modeling for analysis. The results reveal that innovation capability has a positive impact on both customer loyalty and competitive advantage. Competitive advantage also positively influences customer loyalty and serves as a partial mediator between innovation capability and customer loyalty.

A Study on Brand Management in Retail: Building and Sustaining Competitive Advantage

In the retail industry, brand management is an extremely important factor in building and preserving a competitive edge within the industry. Due to the fact that the retail industry is characterized by fierce rivalry and frequently changing consumer tastes, it is necessary to have good brand management in order to construct and maintain a competitive advantage. It is possible that traditional methods of brand positioning, differentiation, and communication will not be sufficient to adequately grab and maintain market share in the retail landscape of today, which is marked by intense competition. Within the context of a market landscape that is always shifting, this study investigates the tactics that retail brands take in order to construct and maintain their competitive edge. This research focuses on the numerous aspects of brand management, such as brand positioning, brand differentiation, brand communication, and brand loyalty. It does so by drawing on previous research that has been conducted on the subject. The purpose of this study is to give a beneficial addition to scholars alike by evaluating successful retail brands and their approaches to brand management. Also, the study intends to contribute to a deeper knowledge of the dynamics of brand management in the retail sector.

Delineating wine tourism experiences in Ningxia, China: a supply–demand perspective

PurposeThe purpose of this paper is to examine the relationship between wine tourism experiences (i.e. winescape, winery service quality, winery brand differentiation and tourist motivation) and tourist behavioral intentions (satisfaction, loyalty and revisit intention) from both demand and supply perspectives in Ningxia, China, by using the SERVQUAL model and the self-determination theory.Design/methodology/approachThe research comprises two studies with an exploratory sequential mixed-methods approach. Study 1 adopted semi-structured interviews with winery owners and managers to explore the factors related to wine tourism experiences that influence tourists’ tourism experience. The results from the Study 1 leads to Study 2, which used a survey to explore wine tourist experiences and their behavioral intentionsFindingsThis study provided important information regarding the factors that influence wine tourists experience in Ningxia wine region from the perspectives of supply and demands sides. Frist, this study confirmed the various factors influence wine tourism experiences in Ningxia based on the results from Study 1 (supply perspectives). Second, by further investigation in the Study 1, this study integrates the SERVQUAL model and the self-determination theory as fundamental theoretical frameworks in Study 2 to analysis the tourist perspectives. Third, as results, the authors finally confirmed the theoretical frameworks of wine tourism in Ningxia based on dual supply-demand perspectives.Originality/valueThe integration of multiple research approaches enriches the research findings and provides a more robust understanding of the wine tourism experiences in Ningxia.

THE POWER OF SOCIAL NETWORKS - HOW DOES DIGITAL COMMUNICATION SHAPE THE REPUTATION OR NOTORIETY OF BUSINESSES?

The present study aims to analyze the effects of digital communication on brand notoriety using a methodology that combines a descriptive approach and an analytical approach in order to better understand the relationship between digital communication and brand reputation. It also attempts to highlight the essential role of digital communication in the segmentation, targeting, and differentiation of brands. The analysis carried out in this study also suggests that digitalization is crucial for the sustainability of Algerian companies, particularly in times of crises like the Covid-19 pandemic. Indeed, this research aims to contribute to a better understanding of the challenges of digital communication for the notoriety and resilience of companies.

Brand Creation Timing, Differentiation Tools, and Brand Equity—Paradigm Analysis of the Nature of Brand Function from The Perspective of Enterprise Development

Brand Creation Timing, Differentiation Tools, and Brand Equity—Paradigm Analysis of the Nature of Brand Function from The Perspective of Enterprise Development

СТВОРЕННЯ ПЛАТФОРМИ ВЛАСНОГО БРЕНДУ

The article explores how some branded product companies are moving away from traditional digital aggregators and instead creating their own brand flagship platforms. These platforms serve as more than just direct sales channels, they offer a blend of specialized products, services, and content while involving consumers and third-party businesses in the value creation process. In this article, the authors present four types of flagship brand platforms: the platform as instrument, as guide, as canvas, and as companion. They describe the relationship style, risks and opportunities associated with each. Actually, traditional retail chains and brand aggregators dominate the market, but digital platforms are disrupting these models by offering a broad scope of products across categories and encouraging consumers to start their purchase journeys on their platforms. For branded goods manufacturers, the threat from brand aggregators is also significant. These platforms standardize product presentation, limiting brand differentiation and encouraging consumers to compare products primarily based on price and customer rating. However, some manufacturers are turning this digital threat into an opportunity by creating their own brand flagship platforms. Big brands companies are leveraging platform structures to establish direct connections with consumers and integrate third-party businesses into the value creation process. By doing so, they offer a more holistic range of products, services, and content, transcending traditional product-centric perspectives. These brand flagship platforms allow companies to expand their core value offering and provide consumers with a comprehensive solution that goes beyond a mere sales channel. In conclusion, the article highlights the shift towards brand flagship platforms as a strategic move for branded product companies to bypass traditional digital aggregators and establish direct relationships with consumers. By embracing digital platforms and involving consumers and third-party businesses in the value creation process, companies can offer a more compelling and differentiated experience to meet consumer needs in today's competitive market landscape.

Reselling or marketplace channel? A manufacturer’s strategic decisions for differentiated brands considering channel’s service level

Brand differentiation is an effective strategy commonly used by large-scale brand manufacturers to produce multiple brands of a particular product type. To avoid undesirable inter-brand competition, a brand manufacturer prefers to adopt multiple online sales channels (OSCs) with different channel’s service levels provided by the online retailer in selling such differentiated brands. Considering both brand and channel’s service differentiation, this joint decision of the brand manufacturer and online retailer achieves the coordination of retail supply chain. Our study is based upon a model that consists of a responsible brand manufacturer(he) that aims to maximise profits and enhance consumer surplus (CS). He offers two brands with differentiated consumer acceptances, a premium and an economy brand. Also, he chooses between two OSCs (a reselling and a marketplace channel) to provide different levels of services. The brand manufacturer’s OSC strategies are investigated according to the interplay between brand and service differentiation, and profits and CS, respectively. The results show that the brand manufacturer prefers differentiated OSCs for two brands as service differentiation decreases. Also, at low brand differentiation and alternatively, high brand differentiation and low service differentiation, the brand manufacturer and consumers show different OSC preferences. Finally, a case study is performed to validate our results.

Curating the elegance of Chikankari: a case of Ada

Learning outcomes Upon completion of the case study, the students will be able to conceptualize the importance of brand differentiation; suggest the implications of brand differentiation in the context of the traditional Chikan art form; examine the aspect of a brand’s product portfolio management; and critically analyse the competitive advantages of the brand using the VRIO framework. Case overview/synopsis The Chikankari art form gained worldwide recognition. In fact, it also received a geographical indication (GI) tag which is important for international branding. The case is centred around an entrepreneur, Mr. Vinod Punjabi, who redefined the essence of the existing Chikan art form by value addition in terms of intricate designs, patterns and exclusivity. He founded the brand Ada in 2015 aimed at preserving the traditional art form while curating elegance and exclusivity in its product portfolio. The case outlined Punjabi’s journey. The protagonist carefully analysed the open and unorganized Chikankari market and adopted the strategy of brand differentiation to stand apart from the competitors. Punjabi’s daughter, the chief operations officer of Ada, described the aspects. The journey was arduous, but over the years, Ada emerged as a successful name in the Chikankari market. The brand’s intent of becoming synonymous with Chikankari was successful owing to its authentic and exclusive hand-crafted products in the competitive environment of machine-made replicas. Furthermore, the brand also consistently worked on the aesthetic appearance of its store to attract a wide range of customers. Punjabi ensured that the brand was an amalgamation of all the essential elements for its survival in the long run. Complexity academic level The case is aimed for students pursuing bachelor’s and master’s degrees in business administration/diploma in management, marketing and entrepreneurship. Furthermore, it will assist the management trainees in gaining valuable insights. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Rising home bakers in India: leveraging online platforms for sales and marketing

Learning outcomes Upon completion of the case study, the students will be able to understand brand differentiation and marketing challenges faced by small businesses in emerging markets; recognize the significance of marketing strategies for a growing business in emerging markets; assimilate paid, owned and earned media to improvise the effectiveness of firm’s communication and digital marketing strategy; analyze the relevance of social media marketing in developing a brand; and create a content marketing strategy. Case overview/synopsis The case dilemma involved a possible course of action that Fusion Creations faced at the beginning of 2022 about marketing strategies across paid, earned and owned media. “Fusion Creations” was the creation of two sisters who were avid cake bakers since young age. They identified the demand for homemade cakes and the growing number of home bakers in India. It was during the Covid-19 pandemic that they faced challenges in terms of lockdown and scarcity of supply for baking essentials. Moreover, although the pandemic had brought most sections of the society worldwide to a standstill, home bakers were thriving. After the pandemic, these home bakers turned their passion into full-time profession. It was time for the sisters to view this stage as a challenge because of competition from aspiring entrepreneurs and rising home bakers, and convert it into an opportunity. Can Fusion Creation leverage the online social media platforms for their product sales and marketing? With presence established on various social media platforms, were they doing it right, or was there a better way? A few questions lay in front of Chaitali and Kena, owners and bakers of Fusion Creations. Complexity academic level This case is written for use in digital and social media marketing classes for graduation-level courses. The focus of the case aligns well with discussions of digital and social media marketing strategy. The case also has application in discussions regarding implementation of digital marketing strategy. Instructors that choose to emphasize social media strategies could assign this case to explore online marketing and digital communication. Supplementary material Teaching notes are available for educators only. Subject code CSS8: Marketing.

The Investigation of the Strategies of Embedding Elements of Local Culture into Marketing Activities in the Hospitality Industry Based on a Case Study of Emirates Palace, Mandarin Oriental

Many hotels are now seeking brand differentiation to improve competitiveness in the modern market, strategies are diversified, but a localization strategy of embedding elements of regional culture into marketing activities is popular amongst an array of hotels. The strategies of Emirates Palace, Mandarin Oriental, a luxurious hotel in Abu Dhabi, are investigated in this research to provide an authoritative example worth studying by hotel managers. The aspects investigated include using Arabic elements during the design of the architecture, creating repast experiences that emphasize the distinction and hospitality of the hotel, designing uniforms to highlight the culture of the hotel, and operating boutiques that provide memorable souvenirs facilitating revisits and word-of-mouth advertising. Several suggestions are then made. First and foremost, to provide more information regarding the local culture in architecture and cuisines. Moreover, moderately internationalize cuisines so that they would be more acceptable to customers. Furthermore, exploit high-quality and premium-priced souvenirs to emphasize the luxury and cultural DNA of the hotel. Last but not least, design unique, efficient, and easy-to-recognize uniforms for employees in different departments.

What are the Primary Drivers of Marketing Success?: Evidence From Brand-Level Data on Restaurants

A multivariate analysis of brand level data from the restaurant industry found that penetration increased with number of units for limited and full service restaurants (LSRs and FSRs) and with customer service experience ratings for FSRs. For both types of restaurants, average purchase frequency increased reliably with the number of units and with perceived value, but not with broader customer experience ratings or the existence of a reward program. Finally, average check size increased with service experience but only for FSRs. Given that brands differ much more in penetration than in average purchase frequency or average check size, these findings suggest that marketing success comes primarily from increased physical and mental availability, with brand differentiation, but not reward programs, also contributing to that success.

Brands in the Labor Market: How Vertical and Horizontal Brand Differentiation Impact Pay and Profits Through Employee–Brand Matching

The primary focus of brand equity research has been on how brand knowledge creates value for firms through customer behavior in product markets. Using archival data and five experiments, this article tests a framework that outlines the unique role brands play in the labor market. The framework distinguishes between vertical and horizontal differentiation and shows that vertical brand differentiation is associated with lower pay, whereas horizontal brand differentiation is associated with higher pay. Employees are also vertically and horizontally differentiated, and firms high in horizontal brand differentiation pay more for employees who match their brands’ differentiating characteristics (i.e., brand-relevant complementarities). Results show that these brand–pay relationships have important downstream effects on employee behavior and, consequently, on firm profits. Specifically, leveraging vertical brand differentiation to lower pay represents a false economy because profits are attenuated by negative effects on employee productivity and retention. In contrast, when managers at firms high on horizontal brand differentiation pay more, profits increase via the same mediating employee behaviors. Six firm strategies and investments that influence firm bargaining power in the employee–brand matching process are found to moderate the brand–pay relationship and downstream effects on profits.

Literature Review: Halal Culinary Marketing Strategy To Improve The Competitiveness MSMEs In Indonesia

Micro, Small, and Medium Enterprises (MSMEs) are one of the main pillars of the Indonesian economy, including the culinary sector. Food is considered one of the significant aspects that affect visitor satisfaction with a destination, especially Muslims. Local food that is currently trending is enough to increase its own interest in the community, especially Muslims, namely Warung Pecel based on Sharia or Halal. It is one type of MSME that combines the principles of shari'ah with their business activities. The purpose of this literature review is to identify marketing strategies that can be used to increase the competitiveness of Sharia pecel pinstripe rice stalls. This research uses the literature review method of journals from ScienceDirect, Researchgate, and Google Scholar. The results of the literature review show that there are 15 articles explaining several marketing strategies that can be applied to increase the competitiveness of Sharia pecel rice stalls. Relevant marketing strategies include the application of digital marketing, market segmentation, and appropriate targeting, branding and product differentiation, network marketing and strategic alliances, use of social media, value-based marketing, effective marketing promotion and communication, and experience marketing. In addition, by understanding the values of Sharia and promoting them effectively, Warung Pecel can differentiate itself from competitors and create a unique experience for customers. The limitation of the study which samples of MSMEs with pecel stalls.

Analysis of Marketing Strategy of Chinese Sports Brands Taking ANTA Company as an Example

A good marketing strategy is a competitive advantage. This study aims to examine ANTA Company's marketing approach by utilizing literature analysis and integrated analysis methods with data collection. The main areas of focus include product strategy, price strategy, place strategy, promotion strategy and a SWOT analysis to analyze the effects of Anta's marketing approach, identify any shortcomings in the strategy, and provide appropriate recommendations for improvement. From the analysis of Antas marketing strategy and the gains of the strategies, the research results show that Anta's marketing plan is primarily aligned with the buying potential of Chinese customers but there are 3 existing problems, such as minimal brand recognition outside China, lack of targeted marketing campaigns, and design issues. This case study provides several suggestions which specifically are brand concept and media, social media topics, measure and optimization, diversification of brand building and differentiation of domestic and foreign markets, innovation, and addressing controversies in response to these problems.

Studying the Factors Affecting Customer Satisfaction and Loyalty for Sportswear Brands in China: The Case of ERKE

This study aims to investigate the customer satisfaction and brand loyalty of ERKE sportswear in China. Because the ERKE brand market share has declined in China’s competitive sportswear market. The research questions focus on the factors influencing customer satisfaction and brand loyalty, while the hypotheses examine the impact of price value, hedonic value, service quality, and perceived sensory experience on customer satisfaction and brand loyalty. Meanwhile, the study adopts a purposive sampling technique and collects data through an online questionnaire distributed to 226 participants in Foshan, a second-tier city in China. Various statistical analyses, including frequency analysis, reliability analysis, correlation analysis, T-test, ANOVA, and linear regression analysis, are conducted using SPSS software. The findings reveal the importance of price value, hedonic value, service quality, and perceived sensory experience in influencing customer satisfaction and brand loyalty. Based on the results, practical recommendations are provided, including the need for marketers to consider these factors in their strategies, develop brand differentiation strategies, utilize big data and artificial intelligence for precise marketing plans, and enhance pre-sales and after-sales services. These findings contribute to the understanding of consumer behavior and provide valuable insights for the sportswear industry in China.