Brand Image Research Articles

Factors Contributing to the Success of iPhone in the Chinese Market and Competitive Strategies

As one of the largest smartphone markets in the world, China’s huge market demand makes it an important player. Since entering the Chinese market, the iPhone has won a wide user base with its high-end brand image and innovative technology. The study focuses on analyzing the factors that have contributed to Apple’s success in the Chinese market, including brand building, product innovation, marketing strategies, and user experience. It also explores how Apple’s competitive strategies have helped it stand out in a fiercely competitive market environment. The study employs a combination of quantitative and qualitative research methods. By analyzing market data, conducting consumer surveys, and conducting market research, the study evaluates Apple’s performance and consumer preferences in the Chinese market, and explores Apple’s competitive strategies and market positioning. We found that Apple’s success in the Chinese market is mainly due to its strong brand effect, continuous technological innovation, precise market positioning, and effective marketing strategies. Apple has won the recognition of Chinese consumers with its high-quality products and excellent user experience. At the same time, it has successfully addressed competition pressure through differentiated competition strategies and the establishment of a unique ecosystem.

KOL Strategies for Corporate Branding--The Digital Forbidden City as an Example

This study focuses on the KOL marketing strategy of the Digital Forbidden City in corporate branding, discussing how companies can carry out branding through KOL strategy in the digital era, especially taking the Digital Forbidden City as an example, analysing how it can leverage the power of KOL to achieve innovation and breakthroughs in branding. By studying the application of KOL strategy in strengthening brand influence and promotion effect, this paper reveals the significant effect of KOL strategy in enhancing brand awareness, shaping brand image and strengthening consumers’ emotional connection, and proposes specific insights for cultural heritage organisations and other enterprises. This study not only enriches the theoretical system of KOL strategy, but also provides operational practical guidance for enterprises.

The Impact of Social Media Marketing on the Energy Drink Industry: A Case Study of Red Bull

As Red Bull domains in the market share and is well-known for its special social media marketing strategy, this article intend to explore how Red Bull’s approach to marketing, particularly through social media, has been instrumental in building its brand identity and connecting with consumers. Through an in-depth analysis of Red Bull’s strategies on various social media platforms, this study examines the company’s distinctive approach, particularly its use of Search Engine Optimization (SEO). The analysis highlights the most prominent features and advantages of each platform, revealing how Red Bull has successfully built a strong brand image and expanded its brand influence by leveraging the power of social media. Undeniably, this success stems from Red Bull’s strategic approach of tailoring its brand message to suit each platform, thereby maximizing the utility and impact of its social media presence. The study aslo provides further actionable recommendations for Red Bull to enhance its social media strategy. Key suggestions include increasing the use of User-Generated Content (UGC) to reduce production costs and enhance authenticity, optimizing resource allocation through data-driven analysis to focus on high-impact marketing activities, and forming strategic partnerships to share costs and resources, thereby expanding reach and boosting brand presence. These strategies not only address current challenges but also offer a blueprint for other companies aiming to refine their social media marketing efforts.

The Influence of Brand Image, Brand Trust, Service Quality through Customer Satisfaction on Honda Brand Motorcycle Brand Loyalty in DKI Jakarta

The automotive industry in Indonesia plays a crucial role in the country's economic development, with motorcycles being one of the most popular modes of transportation. Honda motorcycles have a significant market share among various brands due to their strong brand image, trust, and service quality. This study analyses the influence of brand image, trust, and service quality on Honda brand motorcycle brand loyalty through customer satisfaction in DKI Jakarta. Using a quantitative approach with a survey method, data was collected from 200 respondents who used Honda motorcycles in the DKI Jakarta area. Data was analysed using the Structural Equation Modeling (SEM) technique. The study results show that brand image, trust, and service quality significantly affect customer satisfaction, impacting brand loyalty. Customer satisfaction is essential to strengthening the relationship between independent variables and brand loyalty. These findings underscore the importance of improving service quality, strengthening the image, and building trust to create loyal customers for the Honda brand.

Faktor-Faktor yang Berpengaruh terhadap Brand Image ditinjau dari Komunikasi Pemasaran

This research aims to describe each influence of the marketing mix starting from public relations advertising, personal selling, public relations and direct marketing on a company's brand image. This research uses literature review techniques with a descriptive qualitative approach. Search for literature using the Google search engine and Google Scholar with the keywords "marketing communications", "brand image awareness", "factors influencing brand image awareness", "brand image and marketing communications". The literature sought is journals, books, conference proceedings, and so on to be analyzed critically and explain what is found in each piece of literature. The research results show that the factor that influences brand image is implementing marketing communication strategies. A marketing communications strategy can create marketing information that provides value according to a comprehensive company plan. The factors that influence a good marketing strategy are marketing communication, where marketing communication is not only about promotion, but there are important elements or communication mix, namely advertising, sales promotion, personal selling, public relations and direct marketing. These five elements can influence the brand image of a company so that the company can increase sales of a product.

EXPRESS: Retailer Differentiation in Social Media: an Investigation of Firm-Generated Content on Twitter

Social media platforms have been used by firms for a variety of purposes - for building firms’ brand image, increasing customer engagement, providing customer service, among others. However, there is very little research on content strategies adopted by traditional rival firms competing on online social media platforms. This paper seeks to fill this gap by examining whether retailers, traditionally identified as close competitors, mirror this rivalry in their social media content strategies on Twitter. To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional context show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms’ improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared to their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.

Research on Guizhou Tourism Marketing Strategy Based on Text Mining and Social Media

With the intensification of market competition and the diversification of consumer demands, how to effectively develop and optimise marketing strategies has become the key to enhancing competitiveness and attractiveness. This paper first introduces the background and theoretical foundation of the application of text mining technology in the tourism industry and explains its importance in analysing large-scale user reviews and social media data. Then, it reveals the challenges and opportunities in the current market environment through empirical analyses of social media data related to tourism in Guizhou. Combining the methods of text classification, topic modelling and sentiment analysis, the in-depth study mines the tourists' perception and evaluation of Guizhou tourism and their influencing factors. Finally, targeted marketing recommendations are proposed, aiming to optimise the marketing strategy of Guizhou tourism and enhance its brand image and market competitiveness.

PRODUCT INNOVATION AND MARKETING MANAGEMENT OF UMKM FOOD AND BEVERAGES AMID GLOBAL COMPETITION: SURABAYA CITY CASE STUDY

This research aims to explore product innovation and marketing management in small and medium enterprises (MSMEs) in the food and beverage sector in Surabaya, which face the challenges of global competition. With the number of MSMEs in this field reaching around 12,000, Surabaya offers a vibrant ecosystem for analysis. The research method used includes a survey with questionnaires distributed to SMEs, to collect data on innovation strategies, marketing channels, and challenges faced in daily operations. The results showed that product innovation, especially in the aspects of developing new recipes and attractive packaging, contributed positively to increased sales. In addition, the application of social media as a marketing channel has proven effective in expanding market reach and improving brand image among consumers. However, many MSMEs still face significant challenges, such as limited resources and lack of support in research and development. Based on these findings, it is recommended that MSME players should be more active in involving consumers in the innovation process and utilize support from the government and related institutions. This research is expected to provide valuable insights for other MSME players in improving competitiveness and business sustainability in an increasingly competitive market.

Exploring The Influence of Brand Resonance On Customer Retention in The Fast-Fashion Textile Sector

People live with their choices when they choose a brand. When consumers select a brand, they stand by their decision, creating a significant and enduring connection between the brand and the company’s customers. As a result, the brand becomes one of the marketer’s most important tools for driving their marketing efforts. This study seeks to investigate factors that influence brand resonance and to analyse the impact of brand resonance on the consumer repurchase intention of products. Data is collected from 209 sample respondents using structured questionnaires. Research shows that perceived brand quality, brand image and brand experience have positive impact on brand loyalty of behavioral loyalty, attitude attachment and community consciousness. Among these three factors, perceived brand quality and brand image have a positive effect on the brand resonance of active participation. It has also been found to have a positive effect on repurchase intention in four dimensions: brand resonance, behavioral loyalty, attitude attachment and community consciousness. Finally, companies need to focus on better quality products and customer engagement in order to maintain their brand image and retain their existing customers. Companies need to create more attractive marketing programs.

Impact of Brand Equity and Purchase Intention on Dietetics and Nutrition Consultation Service

The market value of a brand is reflected by brand equity. It signals consumers' recognition and preferability toward certain brands. In a highly competitive market, brand equity becomes crucial as it can lead to customer loyalty and product resilience. Strong brand equity helps a company to stand out among competitors and can significantly influence financial performance by driving higher sales volume and profitability. As more Malaysians shift their lifestyles and become more health-conscious after the COVID-19 pandemic, the demand in the healthcare market has expanded massively. By focusing on the healthcare market, especially on dietetics and nutrition consultation services, this paper seeks to evaluate how brand equity influences consumers’ intention in making purchases. Four dimensions of brand equity will be investigated, consisting of perceived quality, brand awareness, brand association and brand image. A total of 194 data were collected using the convenience sampling method in the Subang Jaya region, Malaysia. The findings of this study showed that perceived quality, brand awareness, and brand association have a positive significant impact on purchase intention for dietetics and nutrition consultation services while brand image was found to be insignificantly influencing purchase intention. This provides insight and implications for the dietetics and nutrition consultation services market and practitioners, especially in formulating their marketing strategies.

Corporate Social Responsibility and Business Ethics: Case Study of TATA Group from India

Corporate Social Responsibility (CSR) has increasingly become a vital component of the global business framework, especially within emerging economies such as India (Maheshwari M et al, 2024). This study delves into the relationship between CSR and business ethics by examining case studies of Indian companies, illustrating how these firms address critical elements of corporate governance and their impact on societal well-being. The analysis of the Tata Group offers an insightful look at how Indian corporations have embraced CSR and ethical practices to improve their brand image, support rural and community development, and foster skill development—all while maintaining long-term business sustainability (Tripathi S. K et al 2024). The study's conclusions highlight the fact that, for Indian businesses, corporate social responsibility (CSR) and business ethics go far beyond simple compliance to become crucial components of strategic business management. In addition to advancing society, businesses that successfully integrate CSR into their operations also strengthen their competitive advantage and long-term sustainability. This case study offers important insights for companies around the world, emphasizing how crucial it is to uphold ethical governance and incorporate social responsibility into corporate objectives.

The Evolution of Real Estate: Digital Marketing's Influence

Digital marketing has become an essential trend for real estate firms in India, driven by improved network infrastructure and the widespread use of smart phones. This research examines the various digital marketing strategies employed by real estate companies and evaluates their effectiveness. With potential clients increasingly conducting their own research online, digital marketing has become a vital component of overall marketing efforts. Enhancing brand image and facilitating efficient customer communication are imperative for real estate organizations, and this requires fortifying their online presence on search engines, corporate websites, and social media platforms. Digital marketing, particularly through social media platforms, has a significant influence on the real estate industry, just like it does on many other sectors. In today's real estate marketing, websites, Face book, Integra, and YouTube have become indispensable resources. There is little study that focuses especially on social media management within India's real estate business, despite the fact that economic growth and population increase are the driving forces behind Indonesia's real estate market. Major segments in the real estate market include land, residential, commercial, and industrial properties, as well as real estate investment trusts, undeveloped land, and vacation homes. In the fiercely competitive real estate landscape, agents must do more than merely acquire a license—they need to embrace the digital innovations reshaping property transactions. Integrating digital marketing fully into real estate services is imperative. To meet the increasing demand for sustainability, real estate firms must develop digital expertise and skills to deliver impactful and efficient digital marketing solutions.

PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUASAN KONSUMEN AQUA MELALUI KEPUTUSAN PEMBELIAN DI SUPERMARKET HARI–HARI KOTA DUMAI RIAU

This research aims to determine the influence of brand image and price on consumer satisfaction at Hari - Hari Dumai City Riau Supermarket through intervening variables in purchasing decisions. This research uses a quantitative method with an explanatory research type. The sample in this study was taken as many as 100 people using accidental sampling technique. Hypothesis testing was carried out using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS) using the SmartPLS version 3 application to test the relationship between variables. The research results show that brand image has an insignificant positive influence on Aqua purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price and brand image have significant positive influence on Aqua purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price does not have a significant effect on Aqua consumer satisfaction at Hari - Hari Dumai City Riau Supermarket. Purchasing decisions have a significant effect on Aqua consumer satisfaction at Hari - Hari Dumai City Riau Supermarket. Brand image has an insignificant indirect effect on Aqua consumer satisfaction through purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price has an indirect effect on Aqua consumer satisfaction through purchasing decisions at the Hari - Hari Dumai City Riau Supermarket.

Pengaruh Perceived Value, Service Quality dan Brand Image Terhadap Minat Beli Tiket Pesawat pada PT Garuda Indonesia

This research was conducted to determine the influence of perceived value, service quality and brand image on the interest in buying air tickets at PT Garuda Indonesia. The population in this study is all customers who purchase Garuda Indonesia flight tickets in the city of Palembang in 2024. The sample used in this study was 100 respondents using the purposive sampling method. The results of multiple linear regression analysis show that perceived value, service quality and brand image have a positive and significant effect on buying interest. Perceived value, it is expected for PT Garuda Indonesia to be able to accelerate the duration of the process of refunding funds to consumers. Service quality, it is hoped that PT Garuda Indonesia will provide information to consumers if there is a change in information. Brand image, it is hoped that PT Garuda Indonesia can consider conducting events such as exhibitions which also need to be carried out in several cities in Indonesia.

THE INFLUENCE OF COUNTRY OF ORIGIN (JAPAN), BRAND IMAGE, PRICE PERCEPTION AND PERCEIVED QUALITY TOWARDS REPURCHASE INTENTION: EVIDENCE FROM UNIQLO BRAND IN INDONESIA

<p>Indonesia is one of the countries with abundant population growth, as well as Indonesia is concluded as one of the countries with the most fashion users and buyers around the world. However, according to the data of sales revenue from Uniqlo in Indonesia, customers from Indonesia only contributed a little revenue towards global sales of Fast Retailing Co. or it is also called Uniqlo. This statement contradicted the point that Indonesia as one of the most fashion consumers around the world. This research aims to determine the effect and influence of country of origin, brand image, price perception, and perceived quality on repurchase intention in Uniqlo stores in Indonesia, Jakarta. This research uses explanatory research with a quantitative approach, the object of this research is people who have at least bought Uniqlo’s product more than once. The non-probability purposive sampling method was used on 200 respondents who lived in Indonesia and had purchased products from Uniqlo at least more than once. Online questionnaires were employed as the research tool for the data. The results showed that H<sub>1 </sub>Country of origin has a significant and positive effect towards repurchase intention is rejected, H<sub>2 </sub>Brand image has a significant and positive effect towards repurchase intention is accepted, H<sub>3</sub> Price perception has a significant and positive effect towards repurchase intention is accepted, and H<sub>4 </sub>Perceived quality has a significant and positive effect towards repurchase intention is accepted. For future research, some variables such as loyalty, satisfaction, and convenience can be added to the model to predict repurchase intention.</p>

The Marketing Strategy Analysis of Jellycat

Abstract: This paper is based on Jellycat's new marketing strategy of selling toys with a additional show, and there is only little research on the influence of such a marketing strategy on Jellycat's brand by scholars. Therefore, this paper aims to study the influence of Jellycat's offline stores by combining performance and sales. This paper uses qualitative data collection on the website and different models to analyze Jellycat's marketing strategy, including marketing mix, SWOT analysis, and Pestle analysis. The research results show that the new sales method, that is, on-site sales with corresponding short performances, can affect multiple factors on many levels. For example, the price of the product will increase, the value of the product itself will also increase, and the brand image will be well established as a relatively high-end positioning. Therefore, although this marketing strategy may have many shortcomings, it has brought more good effects to the brand as a whole for the business to improve the brand image and increase their sales and profit.

An Analysis of MUJIs Successful Strategy in the Chinese Market

Abstract: The Chinese consumer market has changed significantly in the last few years due to a tendency toward simplicity and a change in customer sentiments. MUJI has effectively entered the Chinese market by using its sustainable development idea and minimalist style, allowing it to adapt to this shift. This paper aims to examine the innovative marketing strategy employed by MUJI in the Chinese market, its capacity to achieve long-term growth, and its role as a symbol of the minimalist lifestyle, while demonstrating an ability to adapt to the changing needs of its customers. In this paper, both literature review and data analysis are employed to provide an in-depth study of MUJIs strategy to enter the Chinese market. The results show that Chinese consumers preference for MUJI products not only stems from their simple and practical design, but also coincides with the concept of minimalist aesthetics in traditional Chinese culture. In addition, MUJI's unique advantages in product quality, brand image and marketing strategy further enhance its competitiveness in the Chinese market. Through specific analysis, it comprehensively discusses the success factors of this Japanese brands minimalist design style in the Chinese market, which provides a reference for the design and marketing of other international brands in the Chinese market.

Xiaomi: An Analysis of Market Strategy under the High Cost-Performance Ratio

Abstract: Xiaomi Corporation, which was established in 2010 in Beijing, is well-known for its smartphones along with other smart hardware as well as IoT devices. It is the second-largest manufacturer of smartphones in the world, behind Samsung, with a market share of about 12%, most of which run on the MIUI (now HyperOS) operating system. It mainly focuses on providing products that are of excellent quality and performance but still maintain affordability which attracts customers from around the world. This research delves into Xiaomi's adaptive marketing tactics as a reaction to evolving market dynamics and changing consumer demands, and examines Xiaomis market plan by looking at three clear instances. The first is how Xiaomi keeps its strong position in the smartphone market by bringing out improved models every year with a steady price tag. This helps to maintain their image of being very good value for money. Second, the choice of the company to put $300,000 for three years into remaking its logo with Japanese designer Kenya Hara. This highlights how redesigning has a strategic effect on brand image and worldwide identification. Thirdly, this study talks about Xiaomis start in the car industry when it introduced the first car model called Xiaomi SU7 in month April. It shows a major shift from making only smartphones to also producing electric cars.

Effects of Packaging on Consumer Buying Decision: A Study of African Black Soap (Alata Samina)

Product packaging plays a key role in consumer purchasing decision as packaging promote brand identity and customer loyalty. However, the African black soap prepared in Ghana has not seen the best of packaging, hence, its rejection in international marketplace. It is in this vein that the researcher sought to examine effect of packaging on consumer buying decision of African black soap (Alata Samina). Correlation and cross-sectional design were used. Cluster and simple random were used to select 245 respondents. Findings revealed that best packaging influence consumers’ perception to buy local Alata Samina soap recorded a cumulative mean of 4.69198 and standard deviation of 3.31842, suggesting respondents’ agreement that best packaging induce consumer buying decision. In terms of relationship, it was clear that strong positive link exist between packaging elements and consumer buying decision; Packaging colour had r(245) = 0.882, p<0.05, Background image had r(245) = 0.881, p<0.05, Packaging materials had r(245) = 0.882, p<0.05, Font style had r(245) = 0.876, p<0.05. Printed information had r(245) = 0.772, p<0.05, Labelling, wrapper design and creativity had r(245) = 0.882, p<0.05. Standard Multiple Regression was used to analyzed the effect of packaging elements on consumer buying decision and the result were packaging colour had 53.8% and statistically significant effect of r(245) = 0.538, p<0.05. Brand image had 85.3 % and statistically significant effect of r(245) = 0.853, p<0.05. Printed information had 73.8% and statistically significant effect of r(245) = 0.738, p<0.05. Packaging materials had 62.6% and statistically significant effect of r(245) = 0.626, p<0.05. Innovation had 92.3 % and statistically significant effect of r(245) = 0.923, p<0.05. Labelling quality had 76.5% and statistically significant effect of r(245) = 0.765, p<0.05. Design of wrapper had 44.2% and statistically significant effect of r(245) = 0.442, p<0.05. However, font style had only 1.2% and this effect is not statistically significant; r(245) = 0.012, p<0.05. This means that most consumers do not believe that font style influences consumers’ purchase decision. The study recommends that Institute of Packaging Ghana, Federation of Ghanaian Exporters, Ministry of Trade and Industry, Ghana Exports Promotions Authority and Association of Ghana Industries should collaborate to improve the packaging skills of the local African black soap producer. The essence is to enable them to package their products to meet the export market standards.

Research on Marketing Strategies for Optimizing Entertainment Products Using the Internet

Abstract: The rapid development of science and technology has profoundly altered the way people live and consume. As a significant aspect of cultural consumption, the marketing approach to entertainment products has undergone a profound transformation in response to the Internet. The traditional marketing of entertainment products is mainly reliant on the use of television advertisements, newspaper publicity, and other offline activities. Though these methods have achieved notable results over time, their reach and marketing power are constrained, making it challenging to meet the diverse and personalized needs of todays consumers. The paper aims to explore the potential of the Internet and online media to enhance product marketing strategies in the entertainment industry in the digital age. Through a comprehensive analysis of literature reviews, case studies and data studies, this paper explores the concept and current status of online marketing, as well as the application of online marketing in entertainment industries such as movies, music and games, and how existing data analysis can be used to help the modern entertainment industry optimize its existing online marketing strategies. The results show that by rationally applying online marketing strategies and adapting them to local conditions, not only can audience and user engagement be increased, but sales performance and brand image can also be significantly improved.