Brand Identity Research Articles

Innovative Application and Design of Smocking Technology in Local Chinese Clothing Brands

Abstract This study explores the innovative application and design of smocking technology in local Chinese clothing brands, emphasizing the technique’s evolution from a functional necessity to a decorative art form. It delves into the integration of smocking with modern fashion design, highlighting its significance in enhancing fabric texture, silhouette, and overall aesthetic appeal. Through comprehensive analyses of case studies and craft types, the paper reveals how local brands creatively adapt smocking, merging traditional craftsmanship with contemporary design principles. The findings suggest that smocking technology not only enriches the textile design repertoire but also contributes to the global identity and innovation of local Chinese clothing brands, bridging heritage crafts with modern design innovations.

Exploring the Impact of Packaging Design on Consumer Purchase Behavior for Northeastern Cereal Agricultural Products

This study endeavors to unravel the intricate relationship between packaging design and consumer behavior in the context of Northeastern cereal agricultural products. Focusing on the vibrant region of Song Yuan, Jilin, China, the study employs a multi-method approach encompassing fieldwork observations, content analysis, and consumer surveys. The investigation unfolds in three key dimensions: evaluating current packaging designs, understanding consumer perspectives, and gauging the acceptance of alternative designs. The findings reveal four distinct models of packaging design, each resonating differently with consumers. Traditional motifs evoke a sense of authenticity, while modern graphics enhance visual appeal and information communication. Consistency with brand identity instills trust, and informative packaging aids in informed purchase decisions. Additionally, the introduction of alternative designs presents an exciting prospect, especially among younger demographics, signifying a potential shift in consumer preferences. This research contributes a nuanced understanding of the pivotal role packaging design plays in shaping consumer choices for Northeastern cereal agricultural products. It provides actionable insights for businesses seeking to align their packaging strategies with consumer preferences, fostering brand loyalty and enhancing market competitiveness. This study serves as a valuable resource for practitioners, academics, and stakeholders invested in the dynamic interplay between design and consumer behavior.

HARNESSING THE SYNERGY OF HR AND MARKETING IN INDIA'S FINANCIAL SECTOR: STRATEGIES FOR SEIZING OPPORTUNITIES AND SURMOUNTING CHALLENGES TO BOOST PERFORMANCE

In the dynamic and competitive landscape of India’s financial sector, the integration of Human Resources (HR) and Marketing functions has emerged as a critical strategy to enhance organizational performance. This paper explores the synergy between HR and Marketing, highlighting how their collaboration can lead to a more cohesive brand identity, improved customer experiences, and a motivated workforce. The financial sector in India is undergoing rapid transformation, driven by technological advancements, regulatory changes, and evolving customer expectations. In this context, the alignment of HR and Marketing strategies becomes essential for organizations to stay competitive and responsive to market demands. The paper examines key strategies for harnessing this synergy, such as cross-functional collaboration, aligning employee engagement with brand values, and leveraging data-driven insights to foster innovation. It also addresses the challenges that organizations may face in implementing these strategies, including cultural barriers, resistance to change, and the need for continuous upskilling of employees. Through a comprehensive review of literature and case studies from leading financial institutions in India, this paper identifies best practices for creating a seamless integration of HR and Marketing functions. The findings suggest that organizations that successfully leverage this synergy are better positioned to seize market opportunities, enhance customer loyalty, and drive sustainable growth.

전통주 패키지 디자인에 나타난 한글 서예 변용에 관한 연구

Traditional Korean alcoholic beverages, or “traditional liquor,” constitute a significant part of Korean culture, with their packaging design serving as a crucial medium for conveying cultural values and brand identity. This study aims to examine how changes in the design of traditional liquor packaging influence the market positioning and consumer perception of these brands, focusing on the usage and versatility of Hangul Seo-yeh. With the growing interest of younger consumers in the traditional liquor market, there's an implication that when designers more systematically utilize Hangul Seo-yeh style and employ calligraphic techniques that encapsulate Korean identity, they can expand into broader domains. The objective of this research is to analyze the various forms and styles of Hangul Seo-yeh, calligraphy, and fonts that appear in traditional liquor packaging design. The methodology involves analyzing the packaging of the top 20 selling products in the categories of makgeolli, yakju, and distilled spirits (soju) based on data from the Korea Agro-Fisheries & Food Trade Corporation on Naver Shopping, spanning from August 30, 2021, to August 30, 2022. The results indicate that the combination of calligraphy and illustration accounts for the highest proportion, with the combination of Seo-yeh with illustration, and fonts with illustration also being significant design types. The overall usage rate of calligraphy was about 35.5%, with calligraphy at 43.5% and fonts at 21%. Frequency analysis of Seo-yeh styles revealed that a free style of Minche (민체) had the highest usage rate at 33.3%. These results demonstrate the importance of the adaptability of Seo-yeh style in traditional liquor package design, especially the need to break away from uniformity and explore unique aesthetics in the digital age. This study is expected to aid in improving the design strategies of traditional liquor brands and enhancing their market competitiveness. Future research tasks include exploring the extent of adaptability of Hangul Seo-yeh, the possibility of its integration with Hangul Seo-yeh style, and its combination with illustrations.

전통주 패키지 디자인에 나타난 한글 서예 변용에 관한 연구

Traditional Korean alcoholic beverages, or “traditional liquor,” constitute a significant part of Korean culture, with their packaging design serving as a crucial medium for conveying cultural values and brand identity. This study aims to examine how changes in the design of traditional liquor packaging influence the market positioning and consumer perception of these brands, focusing on the usage and versatility of Hangul Seo-yeh. With the growing interest of younger consumers in the traditional liquor market, there's an implication that when designers more systematically utilize Hangul Seo-yeh style and employ calligraphic techniques that encapsulate Korean identity, they can expand into broader domains. The objective of this research is to analyze the various forms and styles of Hangul Seo-yeh, calligraphy, and fonts that appear in traditional liquor packaging design. The methodology involves analyzing the packaging of the top 20 selling products in the categories of makgeolli, yakju, and distilled spirits (soju) based on data from the Korea Agro-Fisheries & Food Trade Corporation on Naver Shopping, spanning from August 30, 2021, to August 30, 2022. The results indicate that the combination of calligraphy and illustration accounts for the highest proportion, with the combination of Seo-yeh with illustration, and fonts with illustration also being significant design types. The overall usage rate of calligraphy was about 35.5%, with calligraphy at 43.5% and fonts at 21%. Frequency analysis of Seo-yeh styles revealed that a free style of Minche (민체) had the highest usage rate at 33.3%. These results demonstrate the importance of the adaptability of Seo-yeh style in traditional liquor package design, especially the need to break away from uniformity and explore unique aesthetics in the digital age. This study is expected to aid in improving the design strategies of traditional liquor brands and enhancing their market competitiveness. Future research tasks include exploring the extent of adaptability of Hangul Seo-yeh, the possibility of its integration with Hangul Seo-yeh style, and its combination with illustrations.

THE SIGNIFICANCE OF TRADITIONAL DAYAK CULINARY HERITAGE IN ESTABLISHING DESTINATION BRAND IDENTITY FOR TOURISM DEVELOPMENT IN CENTRAL KALIMANTAN

This study aimed to examine the growth of the traditional culinary industry sector in Central Kalimantan and its relationship with tourist destinations, emphasizing its role as a branding tool that shapes the destination brand identity in Central Kalimantan. The research methodology employed was qualitative with a focused case study approach in Central Kalimantan. Data were obtained through triangulation techniques, including observation, interviews, and the analysis of documentary data, involving various informants such as officials from the Ministry of Culture and Tourism, academicians, tourism destination managers, culinary entrepreneurs, tourists, and local communities. Data analysis utilized an interactive model comprising data collection, data condensation, data display, and conclusion stages. The research findings highlighted the diversity of Dayak culinary offerings in Central Kalimantan, including Juhu Umbut Rotan, Juhu Singkah Enyuh, Juhu Kujang, Chips made of Kalakai, Kalumpe, Sambal Kandas Sarai, and Kenta through the Mangenta process, demonstrating positive impacts on the development of tourist destinations. Furthermore, Dayak culinary practices were elevated as a branding element capable of shaping destination identity. The synergy between the government and local communities is vital in promoting Dayak culinary heritage to fortify destination brand identity and boost tourism allure. Through cohesive collaboration, Central Kalimantan can effectively leverage Dayak cuisine's distinctiveness to build a robust and sustainable destination brand. To maximize this potential, fostering strong synergy among the government, local communities, and culinary entrepreneurs is crucial. Proactive government engagement, sustained support for culinary entrepreneurs, organizing culinary festivals to enhance global awareness, targeted backing for enterprises like MEFs Food & Snacks, active community participation in digital marketing, and continuous research to monitor market trends are pivotal.

VORTEX : Visual phishing detectiOns aRe Through EXplanations

Phishing attacks reached a record high in 2022, as reported by the Anti-Phishing Work Group [1], following an upward trend accelerated during the pandemic. Attackers employ increasingly sophisticated tools in their attempts to deceive unaware users into divulging confidential information. Recently, the research community has turned to the utilization of screenshots of legitimate and malicious websites to identify the brands that attackers aim to impersonate. In the field of Computer Vision, convolutional neural networks (CNNs) have been employed to analyze the visual rendering of websites, addressing the problem of phishing detection. However, along with the development of these new models, arose the need to understand their inner workings and the rationale behind each prediction. Answering the question, “How is this website attempting to steal the identity of a well-known brand?” becomes crucial when protecting end-users from such threats. In cybersecurity, the application of explainable AI (XAI) is an emerging approach that aims to answer such questions. In this paper, we propose VORTEX, a phishing website detection solution equipped with the capability to explain how a screenshot attempts to impersonate a specific brand. We conduct an extensive analysis of XAI methods for the phishing detection problem and demonstrate that VORTEX provides meaningful explanations regarding the detection results. Additionally, we evaluate the robustness of our model against Adversarial Example attacks. We adapt these attacks to the VORTEX architecture and evaluate their efficacy across multiple models and datasets. Our results show that VORTEX achieves superior accuracy compared to previous models, and learns semantically meaningful patterns to provide actionable explanations about phishing websites. Finally, VORTEX demonstrates an acceptable level of robustness against adversarial example attacks.

What drives higher active customer engagement in luxury brands’ social media? Measurement and contingencies

This study investigates customer engagement behaviors related to luxury brands on social media, focusing on the motives driving active and passive engagement. Applying a sequential mixed methods approach, drawing on netnographic and survey data analyses, the study identifies 10 emergent themes across intrinsic and extrinsic motives that shape overall motivation for social media engagement with luxury brands. Findings from the netnographic analysis provide empirical insights into customer motivations, which inform the development of hypotheses tested through quantitative analysis. The results highlight the roles of intrinsic motivations, such as entertainment, authenticity, gratitude, experience sharing, nostalgia, aesthetics, and lifestyle inspiration. Further, extrinsic motivations such as social support, utilitarian rewards, and social status seeking are revealed to influence customers' attitudes and behaviors toward luxury brands on social media. The findings regarding the necessary condition and importance-performance matrix analyses provide additional nuanced insights into the necessity and importance of intrinsic and extrinsic motivations for active and passive engagement on social media by customers. The study also clarifies the moderating effects of customers’ value for money orientation and brand identification on the relationship between overall motivation and engagement behaviors. The findings provide a granular understanding of luxury customer behavior on social media, offering valuable insights for luxury brand managers aiming to foster stronger customer–brand relationships.

SEMIOTICS OF HARLEY-DAVIDSON ADVERTISING THROUGH STYLISTICS AND PRAGMATICS

The article explores the semiotic construction of consumer identity through the stylistics and pragmatics of Harley-Davidson discourse, actualizing semiotic codes of its advertising. The findings provide evidence of the role of metaphorical expressions encoded in slogans and other stylistic devices in actualizing the hermeneutic code of the brand's advertising. The antitheses underlying the juxtaposition of brand values against mainstream ones underlie the symbolic code of the slogans' messages. The actional code relies on directives that stimulate the behavioral model, and implicit commissive acts, promising to fulfill the consumers’ needs. The obtained data demonstrate the semiotic function of the key signified Freedom and its derived sub-concepts in constructing the target brand identity

Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification

This research draws on social identity theory and social role theory of gender stereotypes to investigate the role of brand gender personality (masculine and feminine) on generating brand warmth and competence, and how consumers’ agentic and communal values condition the effects of brand stereotypes on consumer–brand identification. The theoretical model is tested via two different studies. In the first study (N = 490), 21 brands across different product categories are used to test the theoretical model. Then, a second study (N = 469) corroborates the previously identified relationships and further shows that the effect of brand stereotypes on consumer–brand identification is moderated by agentic and communal motivations. The present study contributes to research on brand stereotyping while providing managerial insights that can be used to enhance the relationship between brands and consumers.

Identification of key elements of university brand in brand formation and management existing models

The article studies the main domestic and foreign models of brand formation and management. The purpose of the study is related to the key brand elements identification presented in the existing brand identity models, which are necessary for understanding the elements underlying a higher education institution brand. The existing brand models have been studied as part of the university brand formation analysis. The literature critical analysis method on the research problem has been chosen as the main research method. A number of general scientific research methods were used in the course of achieving the set goal such as analysis, problematization, generalization, synthesis, deduction, and induction. According to the empirical study outcome, the author presents the identity considered models analysis result. The presented models do not fully reflect the brand formation process, do not include all the necessary elements of the brand. Common thing to all models is the presence of a number of components such as values, brand personality, attributes, and benefits. To develop a higher education institution brand formation model, it is necessary to consider all the elements affecting its brand. Recommendations for further research related to brand formation have been given.

The branding narrative of "Indonesia Spice Up The World" through the participation of the Indonesian diaspora in South Korea as brand ambassadors

<p>The "Indonesia Spice Up the World" program is a government initiative within the creative economy sub-sector aimed at enhancing the marketing of Indonesian spice and processed food products. The involvement of diaspora communities in this program is expected to create extensive business opportunities, generate employment, contribute to foreign exchange earnings, and foster an entrepreneurship mindset, particularly among the diaspora in South Korea, which has proven to possess a significant diaspora strength. This research utilizes the conceptual framework of national branding, which includes Brand Identity, Brand Image, Brand Purpose, and Brand Quality. These concepts are used to analyze how the branding narrative "Indonesia Spice Up The World" is constructed through the involvement of the Indonesian diaspora in South Korea as brand ambassadors. The primary objective of this research is to explore how the branding narrative of "Indonesia Spice Up the World" is constructed with the involvement of Indonesian diaspora in South Korea as brand ambassadors. The conceptual framework used in this study pertains to nation branding, including Brand Identity, Brand Image, Brand Purpose, and Brand Quality. The research method employed is qualitative with an exploratory case study approach, gathering primary data through interviews with relevant parties, including the Indonesian Embassy in Seoul, Visit Indonesia Tourism Officer (VITO), and representatives of the Indonesian diaspora in Seoul as business actors. From observation and interviews, it was found that the involvement of the diaspora in supporting the narrative branding "Indonesia Spice Up The World" has not been maximized. This is due to several challenges and obstacles in program implementation. Collaboration between the government and the diaspora is considered crucial to ensure that the promotion of Indonesian spice excellence resonates effectively with other countries. Additionally, this research also highlights the importance of integrating service systems, bureaucratic reforms, mental revolutions, cross-sectoral and regulatory synchronization, human resource quality, work culture, infrastructure, facilities, national values, and philosophical principles as strengtheners in building the Indonesian national brand.</p>

Colour and furniture brand identity: Exploring the strategic value of brand’s iconic colour

This research explores the intersection of colour marketing and brand identity, focusing on the role of iconic colour in furniture branding. A comprehensive framework for crafting a furniture brand’s iconic colour was developed, and structural equation modeling was used to analyze data from three offline experiments with a total sample size of 111 subjects. The findings highlight the crucial influence of iconic colour on brand identity, revealing that both the referential meaning of hue and gender significantly impact brand perception. Contrary to conventional beliefs, variations in saturation and value are not solely detrimental; they can also enrich brand identity. The iconic colour serves as a cornerstone for ensuring consistency across internal and external brand dimensions, solidifying the brand’s core identifiers, and resonating with consumers’ minds. This research underscores the pivotal role of iconic colour in forging a coherent and distinct brand identity, offering valuable insights for marketers and brand strategists in the furniture industry and beyond.

Athlete Brand Congruence as a Measure to Evaluate Brand Identity and Image Fit

The paper presents a novel approach to assess athlete brand identity by introducing the concept of brand congruence, which measures the alignment between an athlete’s intended brand image and consumer perceptions. This study leveraged five case studies involving elite athletes and their brands, with the participation of n = 794 consumers through an online survey. The application of Confirmatory Factor Analysis not only validated the effectiveness of the scale in evaluating athlete brand identity from the consumer perspective but also demonstrated its value in bridging the gap between athlete and consumer opinions. The measurement of athlete brand congruence serves as a crucial tool for gauging the harmony between desired and perceived brand attributes, providing valuable insights into athlete brand performance and specific areas for enhancement. This research contributes to the ongoing exploration of athlete branding and its implications for athletes, marketers, and consumers alike, adding to the broader discourse on this pertinent and relevant topic within today’s sports industry landscape.

A proposed brand architecture model for UK fashion brands

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unclear whether internal stakeholders are aware of the possible consequences of these approaches. In particular, there appears to be no literature on how retail and wholesale brands develop and manage their corporate brand identities during these changes and whether they draw on any meaningful connections with their customers. To understand how brand architecture might support the development of brand strategies in the UK fashion industry, perceptions of corporate brand identities were explored in retail and wholesale brands. Fifteen qualitative semi-structured interviews were conducted with elite informants. The findings reveal that retail brand identities can become disconnected from their sub-brands; therefore, brand identity may be invisible to consumers, while wholesale brands maintain a strong visible brand identity dependent on the brand’s values, historical legacy, innovation and positioning. A brand architecture model is developed that more accurately reflects the complex dimensions of UK fashion brands, particularly when channels expand and takeovers take place. These perspectives have not been reported in the literature.

The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural Comparison

Celebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity.

Consuming Royalty

Consuming Royalty

The Trend of Using Social Media Technology for Business Actors for the Branding Process

The development of social media has changed the business landscape, where businesses increasingly rely on this platform to develop brand identity and interact with consumers. The purpose of this study was to investigate trends in the use of social media technology in the branding process. This research stems from the importance of understanding how businesses are leveraging social media technology to achieve branding goals in an ever-changing environment. This study used online survey techniques to collect data from various industries and analyze it using descriptive statistical techniques. It was found that the most effective type of content for achieving branding goals was video, followed by images and graphics. Metrics like follower count, engagement rate, sales conversions, and website traffic are often used to measure the success of social media branding campaigns. In conclusion, social media technology plays a central role in branding success. Continuous adaptation and innovation are key to maximizing the potential of social media in achieving branding goals in an ever-evolving and changing business world.

The Effect of Brand Equity on Brand Loyalty to Skincare Products Mediated By Customer Satisfaction

Maintaining and increasing brand loyalty is paramount due to a decrease in product differentiation and an increase in product market uncertainty. Therefore, brand loyalty is a measure of a company's business performance that affects the market share of a product. The purpose of this study is to explore the effect of brand equity and brand loyalty on mediated by customer satisfaction and to confirm the significant dimensions of brand equity. The population of this study are Scarlett skincare users who live in Jakarta and Bekasi whose numbers are unknown. Respondents of this study were 115 respondents with the criteria of Scarlett skincare users aged 17-30 who have bought and used Scralett Skincare in the last 6 months. The analysis method used is Partial Least Square Structural Equation Modeling. The results stated that perceived quality and perceived cost value can increase customer satisfaction, perceived quality and customer satisfaction have a positive effect on brand loyalty, however, brand identification, brand trust and lifestyle alignment have no effect on customer satisfaction. Perceived quality and perceived cost value on brand loyalty are mediated by customer satisfaction, while brand identification, brand trust and lifestyle alignment are not proven. Future research is expected to expand the range of regions and add other variables related to brand loyalty such as brand image.

The effect of luxury brand erotic capital on luxury brand consumption value and purchase intention - focus on VIP customers

ABSTRACT In today’s society, individuals invest considerable effort into enhancing their physical appearance for socioeconomic success. Despite significantly expanding the boundaries of luxury brands, there has been limited academic exploration into the analysis of luxury brand value from an erotic capital perspective. This study explores the effect of erotic capital on the consumption value and purchase intention of luxury brands. We surveyed 148 VIP customers of major luxury brands and ascertained key elements of erotic capital, notably finding that factors such as pleasure, beauty, and arousal positively influence consumer behavior. Additionally, we confirmed the moderating effects of age and VIP level. Our findings suggest that luxury brands should incorporate the concept of erotic capital into their designs and marketing strategies while maintaining their brand identity to effectively navigate rapidly changing market environments and expand their customer base.