Building Brand Image Research Articles

Response Strategies of the Creative Market Industry in the Post-Epidemic Era in Taiwan-Taking ISHANDS International Creative Market as an Example

The creative market is mainly composed of small and medium-sized and micro-sized enterprises. It focuses on personal creation, as well as face-to-face sales with customers in the market. Affected by COVID-19, customers no longer go out, and markets are canceled due to crowds, which affect the business of market curators, as well as cultural and creative brands. While the epidemic is still raging, how to respond and transform has become the key to survival. This research mainly focuses on comparing and analyzing the situation in 2019 and 2020 of “ISHANDS International Creative Market”, which is a creative market regularly held, as well as seven cultural and creative brands participating in this creative market in Taiwan. Through on-site observation and in-depth interviews, it interviews with curators of the creative market and operators of market brands, analyzes the creation and development process and planning of the “ISHANDS International Creative Market”, as well as key factors for cultural and creative brands to participate in creative markets, brand entrepreneurship and development, and difficulties they face at present. It sorts out the business interactions between the creative market and cultural and creative brands through case studies, summarizes them, and analyzes various interactions with business models, so as to understand the current situation of the creative market facing COVID-19 and possible future development in response. This research finds that: (1) the success of the creative market lies in brand differentiation and persistence; (2) the brand image building of the creative market and cultural and creative brands are key factors for each other; (3) the problems faced by the creative market under the influence of COVID-19; (4) it should accelerate the marketing and application of technologies in response to COVID-19; (5) it needs to master key resources in response to the post-epidemic era; (6) it explores the future development trend of Taiwan’s creative market industry.

Mobile Marketing Adoption among Small and Micro Bumiputera Enterprises: a Managerial Perspective from Malaysia

Amid the current highly competitive business world, this study examined the determinant factors influencing the managerial intention to implement mobile marketing among small and micro Bumiputera enterprises in Malaysia. The study is based on the research model suggested by Okazaki and Taylor (2008). The influential variables are i) Brand Building Effect (ability to build brand image), ii) Location Based Marketing (the ability to use location-based marketing), iii) Privacy/Security Concerns (related to consumer acceptance of mobile marketing) and iv) Technological Conditions (the perceptions of the current technological infrastructure). The study also investigated the current adoption level of mobile marketing orientations among them. By analyzing data from 129 small and micro Bumiputera enterprises, it is found that location based marketing is the main factor directly influencing their managerial intention to adopt mobile marketing in Malaysia. This finding contradicts previous studies indicating that all the four factors are significantly related to managers’ intention to adopt mobile marketing based on data from multinationals in Europe, Japan and the USA. The current research sheds light on the usage of mobile marketing among small and micro Bumiputera enterprises in Malaysia, which makes contributions to the relevant literature in the context of Malaysia.

Brand Image of Papa Toms Café (Papa Toms Café’s Phenomenological Study in Building Brand Image on Instagram)

One of the effective social media for marketing communication is Instagram. It is an online platform where millions of people interact virtually every day. It has great potential for a promotional and marketing practice. This research was conducted to determine the implied sense on Papa Toms Cafe in building brand image on Instagram. The research used analytical description method with a phenomenological approach. The theory used a theory of Integrated Marketing Communications (IMC) so that it will be able to reveal the sense of Papa Toms Cafe in building brand image through Instagram. Based on the research results above, it can be conclude that (a) Subjective Sense; Regarding to the IMC Theory, the communication elements applied by Papa Toms Cafe in the use of Instagram medium to improve brand image is a means of publicity and direct marketing so that they can carry out sales/marketing directly to consumers, (b) Objective Sense; Papa Toms Cafe uses Instagram medium to improve brand image which has an objective sense as a means of creating brand awareness. The existence of an open space to communicate between Papa Toms Cafe and online customers in order to create loyal customers considering the increasingly competitive culinary business competitions, posting schedules must be continuously implemented so that the objectives of the IMC elements carried out can be optimally achieved for Papa Toms Cafe's marketing objectives. Keyword: Brand image, communication, media, consumers

ANALISIS STRATEGI PEMASARAN PRODUK SMARTPHONEVIVO DI TELEMARCO PADA INTERNATIONAL PLAZA PALEMBANG

Research of marketing strategy of Vivo smartphone products has been done at Telemarco at the Palembang International Plaza (IP). The purpose of this study was to find out the marketing strategy of the Smartphone Vivo product at the Palembang International Plaza. This research is a type of descriptive research using the method of presenting qualitative data which is analyzed using the SWOT method by describing the object of research based on strengths, weaknesses, opportunities and threats. Data collection techniques are carried out by means of Library Research and Field Research through observation and interviews. The results obtained from this study are that there are three marketing strategies of Vivo Smartphone in Telemarco Company which have been implemented include product strategies that build brand image, pricing strategies include cash and credit purchases, promotional strategies in the form of advertisements in Television, Newspapers and Online media as well as promo brochures and gift giving. The marketing strategy that has been carried out by the Telemarco Company is basically in accordance with the results of the SWOT analysis conducted on Vivo Smartphone products which include elements of marketing mix strategies such as Produck, Price, Promotion, and Place. Suggestions that can be given by the author in this study, Vivo provides gifts to consumers and the ease of buying by installments or also giving discount prices to attract consumers to buy. Marketing strategy analysis needs to be done every year so that the company always gets a new alternative strategy that is more innovative so that the goal to reach market marketing leaders can be achieved.

Marketing communication strategy using online platforms to build brand image at The Westin Resort Nusa Dua Bali

Purpose, in simple words tell readers about the aim of this research. Research methods, give name, brand, type of tools, methods, software, review, and survey that have been used to do this research. Results and discussion, write only main results and discussion in few words. A summary of your key findings. An explanation of why your findings and key message contribute to the field/s. No formula needed and avoid quotes and extensive references. (maximum 250 words). The purpose of this research is to determine the strengths, weaknesses, opportunities and threats of marketing communication in building brand image, to find out the marketing communication strategy that should be used by marketing communication departments in building brand image. Data collection methods used were observation, interviews, documentation and questionnaires. The analysis techniques used are qualitative descriptive analysis, quantitative descriptive analysis, Internal Factor Analysis Summary (IFAS) Matrix, External Factor Analysis Summary (EFAS) Matrix, Internal-External Matrix (IE), and SWOT Analysis. The results showed that there were internal and external factors that influence marketing communication conducted by the marketing communication department at The Westin Resort Nusa Dua, Bali. Based on the results of IFAS matrix analysis, the main strengths are good relations with all partners, the media, influencers, guests and also the community, while the main weaknesses are responding to complaints and providing solutions to trip advisor reviews, OTA reviews and also social media. Based on the results of the EFAS matrix analysis, it is known that the main opportunity is technological development while the minor threats faced are The Westin Resort Nusa Dua, Bali position in the competition and natural disasters such as volcanic eruptions, earthquakes, floods, etc. The results of the IE matrix research showed the company position in the Growth (Cell V). SWOT analysis produces 6 alternative marketing communication strategies that can be used in building brand image.

A study of KOL effectiveness on brand image of skincare products

ABSTRACT With the prevalence of social media that promote interactivity among people, more organisations rely on Key Opinion Leader (KOL) to interact with potential customers in various social media for brand building. This study explores how KOL’s characteristics affect the KOL effectiveness and the outcome of brand image building of skincare products. We also examine the contingent conditions when KOL is more effective in brand image building based on the skincare consciousness of the consumer and whether the consumer is affected by his/her social groups. The knowledge transferred through this study reshape the management models in Enterprise Information Systems.

PERAN PUBLIC RELATIONS ORGANISASI B2B MEMBANGUN BRAND IMAGE MELALUI JEJARING SOSIAL PROFESIONAL LINKEDIN (STUDI KASUS MITSUBISHI FUSO)

Social media communication still not becoming key focus in business to business (B2B) organization. In fact, social media utilization in supporting company activities continues to develop. This condition requires B2B companies to adapt to the tremendous use of social media nowadays. LinkedIn is a media social platform which has the same ‘professional’ audience with B2B organizations, including professional executive, decision makers, and top-level-management. The purpose of this writing is to determine how does the role of B2B public relations in building brand image through LinkedIn. This research was conducted through a qualitative approach with a case study method. The results show that the role of B2B public relations in building brand image through LinkedIn can be done by creating LinkedIn contents that considering the dimensions of brand image, namely brand identity, brand personality, brand association, brand behavior and attitude, and brand competence and benefit.

THE ROLE OF SOCIAL MEDIA IN BUILDING A BRAND IMAGE TO MAINTAIN A CORPORATE IMAGE ON TPA (THIRD PARTY ASSITANCE) COMPANIES

The increasing number of social media users has presented new media for public relations communication. This is then used by companies to maximize social media to provide information about products or services. This study aims to determine the role of social media in building brand image and its role in maintaining corporate image. The concept which uses in this study are the Social Media network, MPR, Cyber PR, Brand Image, and Corporate Image. The research objects are social media of TPA (Third Party Assistance) Companies such as AAI Indonesia, Fullerton, Admedika and Owlexa. This study uses post positivist paradigm, a qualitative approach and is descriptive in nature. In this study it was found that social media is not instrumental tools in building their brand image and also not play a role in maintaining the corporate image.

Digital Advertising and Its Role in Building Brand Image

Globalization has contributed to increased competition in marketing especially in the field of advertising, an aspect that has made firms to focus on developing their brand image. The shift has been brought about by the introduction of new media channels, which include internet and social media. The process has therefore changed the way businesses conduct their marketing and branding as communication is embracing a multi-directional approach. This paper seeks to appreciate the concept of digital advertising as a marketing tool and its role in building brand image examining a number of examples of digital advertisements & discussing the digital advertising role in building and enhancing the brand image. The paper will as well acknowledge existing statistics on the topic and displaying some of the advertising samples that have adopted the practice.

Pengaruh Citra Merek, Inovasi Produk dan Iklan Terhadap Keunggulan Bersaing Produk Eskrim Wall’s Di Tambun Selatan, Kabupaten Bekasi

The high intensity of competition in the ice cream product industry requires businesses to have a competitive advantage that differentiates them from their competitors. Competitive advantage can be obtained through brand image building, product innovation and advertising. This study aims to determine the effect of brand image, product innovation and advertising, (partially or simultaneously) on the competitive advantage of Walls ice cream products. The research sample amounted to 160 people who were determined based on the formula "n indicators x 10" from an infinite population. The research subjects are consumers who buy Walls ice cream at Alfamart in 9 (nine) kelurahan, Tamsel Kab.Bekasi. Sampling using accidental technique, using a questionnaire as a data collection instrument that was tested with validity and reliability testing techniques. The data analysis technique used multiple linear regression analysis, t-value test, and Anova F-value test. Based on the test results show, either partially or simultaneously, brand image, product innovation and advertising have a positive and significant impact on the competitive advantage of Walls ice cream products. Based on the coefficient of determination test, an "adjusted R-square" value of 0.515 was obtained which indicates that 51.5 percent of the competitive advantage variables can be explained by independent variables, the remaining 48.5 percent is explained by other variables outside the regression equation model of this study

THE ROLE OF STAKEHOLDER IN BUILDING A BRAND IMAGE AT MADRASAH ALIYAH

Brand image is a representation of the overall perception of a brand and is formed from information and knowledge of that brand. Having a positive brand image for educational institutions in today's global competition is very important. The existence of a brand image is an alternative in winning the education marketing competition. A positive brand image is formed from the continuous role of various elements of stakeholders in educational institutions. Madrasah Aliyah Al-Ikhlas Ujung Bone is one of the private educational institutions established in the pesantren environment, which has a very good brand image. The indicator appears from the high public interest in these educational institutions. Even though they have a brand image, there is no visible role of school residents in building this brand image. This is the reason behind this research. The type of research used is qualitative research, data collection methods in the form of observation, interviews and documentation. Data analysis techniques are data reduction, data display, and drawing conclusions. The results of the study were related to the role of school members in building image bran, namely: 1) the characteristics of the brand image in Madrasah Aliyah Al-Ikhlas Ujung Bone, namely the existence of a strong image of the maker, the image of the user and the image of production. 2) the role of school members in building brand image, namely forming perceptions, maintaining perceptions, and changing perceptions.

SPATIAL COORDINATES IN BUILDING THE BRAND IMAGE OF REGIONAL METROPOLISES. THE CASE OF IAŞI MUNICIPALITY

The article explores the spatial dimensions of the brand image building of the cities / regional metropolises, with an application on Iași as a study case. The starting point is represented by the results of the researches in FP7 project EuroBroadMap. Visions of the Europe in the World, which shows that the city of Iași has an unfavorable position among the preferences of the Romanian student’s questioned, which raises some questions about its role as a regional metropolis. In order to improve its position, the city could appeal to the territorial marketing strategies. In this direction, using the results of some field surveys, the article studies the opportunities for structuring a brand image depending on the spatial structure of the symbolic characteristics of Iași.

Are Innovative Events Help to Build Brand Image? A Study on The Daily Prothom Alo Regarding Mathematical Olympiad

The following abstract is highlighting the study titled “Are innovative events help to build brand image? “The daily Prothom Alo is a leading Bengali newspaper with highest readership in the country. It has a ‘numbered’ of publications each day which is highest among other ‘number’ of publications in the country. For the past 17 years, Daily Prothom Alo has been organizing mathematical Olympiad for students all over the 64 districts of Bangladesh. At initial stages, a total of 50 thousands of students register all over the country. After a round of selection process, top students who qualify at final round, got a chance to participate in international stages. And there are instances of students after participating, qualify for scholarship for higher studies. The following study tried to elaborate the total programmed flow in light of marketing theories and try to establish a strong connection between the organized events with building a strong brand image. The effect of this particular event giving competitive advantages to Prothom Alo by creating positive impact among current readership, creating new readership among young students, build a strong brand image of being an enabler for a better future. We also try to establish a tangible benefit for Prothom Alo in reflecting on quality management, ROI etc. From both scholastic and practical perspective this research is significant as it has deliberately investigations the components which work for making brand image and competitive advantage, which can be used by different organizations to accomplish "Sustainable Brand Quality" and furthermore the research paper can be utilized as lead for others to think about further in this issue. Keywords: Brand awareness, Event marketing, Brand image, Brand & customer loyalty, DOI: 10.7176/EJBM/12-27-03 Publication date: September 30 th 2020

PENGARUH ZASKIA ADYA MECCA SEBAGAI BRAND AMBASSADOR DALAM INSTAGRAM MECCANISMOFFICIALSHOP TERHADAP BRAND IMAGE MECCANISM

Companies in developing their businesses have products or services that can helping build the image of the company, so it can produce a Brand Image which can be invested in the community. Nowadays, many companies choose celebrities to be the Speakpersons or Brand Ambassadors as a strategy to build Brand Image through their influence of them that can increase and attract consumers in introducing products or services. Meccanism is an online shop that uses Zaskia Adya Mecca as their Brand Ambassador. The study aims at examining whether there is an influence and how much the influence of Zaskia Adya Mecca is as Brand Ambassador on Instagram Meccanismofficialshop on the Brand Image of Meccanism. The theory used in this study are Image, Brand Image and Brand Ambassador. The research method used in this study is quantitative method. Samples were taken in this research through distributed questionnaires to 100 followers from Meccanismofficialshop with insidental sampling method. The result of this research shows that there are influences of Zaskia Adya Mecca as Brand Ambassador on Instagram Meccanismofficialshop on the Brand Image of Meccanism with contribution value by 73.8%, it means that Zaskia Adya Mecca as Brand Ambassador on Instagram Meccanismofficialshop gives very strong and positive impact on the Brand Image of Meccanism. Keywords: Image, Brand Image, Brand Ambassador.

The activism consumption in the dynamics of advertising campaigns strategic

We analyze how activism proclaimed by brands works with discussion on the consumption of activism and trademarks. Which communication strategies are related to brand activism? Few initiatives go so far as their first aim to add good intentions to their brands since they would not be directly responsible for problems that they solve. For procedures, we use a semiotic discursive theory based on Greimas and Landowski. As a result, the performance of the brand analyzed shows acts from the regime of the sense of strategy in its value object, which is the adhesion, not dispensing, also strategically, the regime of sensible adjustment, which gains relevance in the relations of identification, from the utopian values. More than ever, brand image building must consider the values by the enunciate identifies and defines itself subjectively, and it seems to us that brand identity designs have never been so close to consumer identity projects.

BRANDING EDUCATIVO EN LAS UNIVERSIDADES PRIVADAS ESPAÑOLAS: CONSTRUCCIÓN DE MARCAS QUE ENAMOREN AL PÚBLICO IMPLICADO

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

Competitive Advantages of Sharia Banks: Role of Ihsan Behavior and Digital Marketing in New Normal

Covid pandemic 19 had an impact on all aspects, one of which was related to Islamic banking. This article aims to discuss the role of Ihsan's behaviour as a foundation in building relationships with customers, building brand image through communication with the characteristics of Islamic values, and how organizations provide support so that the development of digital marketing communication runs effectively. The method uses a qualitative approach, with secondary data sources. Data analysis uses descriptive analysis approach. The results of the study show that the new pattern of life called the new normal as a result of the co-19 pandemic has affected various sectors of social, economic, and even religious life. Islamic banks, as part of institutions that have an important role must be able to adapt and have a strategy to establish excellent communication and services with their customers. The business foundation, with the foundation of Ihsan values, with communication strategies through digital media, is expected to be able to increase the advantages of Islamic banks.

Strategi Pemasaran Brothers Café dalam Membangun Brand Image Bagi Pengunjung Di Kota Medan

The purpose of this study was to determine the marketing communication strategy undertaken by Brothers Cafe in building brand image for visitors in Medan and its supporting factors and obstacles. The research method is a descriptive qualitative data collection technique with methods of observation, interviews, library research, and documentation. The results of marketing communication strategy research conducted by Brothers Cafe to build brand image, present European-style concepts with a western theme, present a unique menu with an international standard, conduct event programs on holidays, utilize social media such as Instagram and others, work with communities and companies Other companies and factors that support marketing communication strategies in building brand image for visitors in Medan are promotional activities in building brand image for visitors, including locations in office centers, and office buildings, providing facilities, comfortable decoration, presence Special discount for customers who become members. The inhibiting factors of the Brothers cafe marketing communication strategy in building brand image for visitors in Medan are issues such as adulteration, nutritional problems, halal and haram, everyone's tastes are completely different, operational costs rise at any time, sufficient business competition strict. The conclusion obtained by the marketing communication strategy that Brothers cafe did in building brand image for visitors in Medan through promotional activities.

A Data Mining Technique for Tourist Destination Brand Image Building

The destination image branding is the domain of tourism industry where the facts and information is collected and evaluated for finding the credibility of a target tourist destination. Manual collection and processing of collected information accurately is a complicated and time consuming task therefore a data mining model is suggested ,in this presented work that collect and evaluate the destination image accurately and based on evaluation can make the recommendations about visits of tourist. In order to perform this task data mining techniques are applied on text data source. In first the data is extracted from the Google search engine and it is preprocessed for make it impure. In further the data is labeled based on the positive and negative words available in the collected facts. Finally the clustering and classification of text is performed. For clustering of data FCM (fuzzy c means) clustering algorithm and for classification the Bayesian classifier is used. Based on final classification of text data the decision is made for the destination visits.

Analysis of Intelligent Pick-up Terminal Based on Mobile Internet

Given the problems of low work efficiency, misplaced delivery and pick-up time, difficulty to build brand image, etc. in the logistics industry, a design scheme for intelligent pick-up terminal based on the mobile Internet is proposed. Firstly, the current status of the last mile delivery in the logistics industry is introduced. Various problems in the distribution are identified. Subsequently, the system architecture, hardware block diagram, and software flowchart of the design are described. The design has implemented intelligent distribution, which can improve logistics distribution efficiency and establish the brand image effectively.