Brand Leadership Research Articles

Brand purpose: a literature review and BEING implementation framework

PurposeWhile brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.Design/methodology/approachThe paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework.FindingsBeyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action.Practical implicationsThe BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations.Social implicationsAs more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world.Originality/valueThis work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.

A study on the relationship among DIIBC, brand value, and the organizational performance of a China’s domestic down coat leadership brand

In the current digital era, digital communication has a profound impact on the construction of product brands and affects the organizational performance of enterprises; thus, digital communication has become a power that cannot be ignored to improve the organizational performance of enterprises. This study demonstrated three hypotheses based on previous research and used a questionnaire survey to collect first-hand data from distributors of a China’s leading domestic down coat brand (named BRAND A in this study), and then studied and analyzed the relationships among digital integrated and interactive brand communication (DIIBC), brand value, and organizational performance through SEM analysis methods. The results showed that DIIBC had an indirect negative significant positive effect on organizational performance through brand value, while it had a highly significant direct positive effect on the organizational performance of this brand in China’s domestic down coat industry, and DIIBC’s final function on organizational performance was highly significant positive.

A Study on Internal Branding – Developing a Predictive Model for the Indian Service Sector with Reference to Bharti Airtel

In recent times, internal branding has gained importance in the marketing literature because researchers identify that corporate brand management not only associates external actions but also an internal approach that involves employees. Although the growing interest, there is no agreement among authors about experiences, measurements, and outcomes of internal branding. Currently, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is an organized literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.

HELP PHARMACEUTICAL INDUSTRY TO BUILD MEANINGFUL PERSONALIZED HEALTHCARE PROFESSIONAL EXPERIENCE

Unlike the consumer industry, biopharma, medical technology, and wellness companies have struggled to build meaningful, personalized patient and healthcare professional (HCP) experiences. The increase in drug launches and growing competition across therapy areas has made it challenging for brands and organizations to stand out from the crowd, whether for new molecules vs. legacy brands in an established treatment area and their generic counter-parts or for new molecules in a rare disease where trust is not yet earned. The customers’ needs and preferences are changing at lightning speed. The hierarchy of engagement has transformed, disrupting the dynamic between patients and healthcare professionals. Studies (1, 2) show that drug marketers too often turn various aspects of their product profile into signals – and may inadvertently “reinforce the habitual behavior the marketer is trying to change”. We encourage pharmaceutical companies to use a “data-driven approach to uncover new opportunities for growth” and improvement, and we’re committed to delivering results that make a difference for the patient, HCPs and for the system (value-based healthcare approach). Applying the Brand Leadership Circle, a new strategic tool, will help understand the patients’ journey and other stakeholders’ needs to implement successful approaches in marketing, communications and services using systematic research methods and techniques.

Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual framework

This study aims to evaluate B2B branding in a global context by constructing a framework for future research, practitioners, and brand managers operating in international B2B markets. Employing co-citation and text-mining techniques to investigate 281 articles, we identified five knowledge fields that map the intellectual structure of this domain: brand equity, industrial branding, brand value, global brand leadership, and relationship marketing. We also gained a deeper understanding of the important topics in global B2B branding literature. This framework not only highlights gaps and challenges in conceptual and methodological approaches but also challenges and extends existing academic discourse. It offers a systematic approach to strategic decision-making and the overhaul of marketing practices, guiding practitioners to navigate the complexities of global B2B branding. Our critical analysis sets a new agenda for future research, calling for a more rigorous and holistic advancement in the field of global B2B branding.

Responsible brand leadership in services: fostering love, ethics, and empowerment

ABSTRACT Recognizing the absence of clear guidance from marketing literature on the most effective leadership approach for brands, this study explores how brands, akin to human leaders, can strategically adopt responsible leadership. Thus, current research conceptualizes and examines responsible brand leadership's direct and indirect effects on brand-related variables, including brand love, positive ethical judgment, and customer empowerment. Moreover, it examines the influence of ethical judgment and customer empowerment on brand love. The proposed framework was tested in restaurant contexts due to its dynamic nature. Data from 358 diners were collected via a structured questionnaire, and hypotheses were tested using MPlus 8.3. This study establishes responsible brand leadership as a viable construct and offers compelling evidence that it leads to positive outcomes. Multigroup analysis further validates the effectiveness of responsible leadership across gender and restaurant type. Brand managers can adopt responsible brand leadership for enhanced brand reputation and positive customer relationships.

From Kit Kat to copycat: Exploring Generation Z’s attitude towards copycat products in the confectionery category

As consumers look to reduce discretionary spending, one option available to them is to switch to lower priced copycat brands. Facing such financial constraints, this paper asks whether Generation Z might prefer these more value-orientated products. Through four focus groups participants were asked to compare competing confectionery products from both copycats and leader brands. By drawing on their own experiences and responding to the physical products, participants were asked to explain their preferences when buying such products. Three themes emerged from the analysis. Firstly, contextual convenience shaped the available options when buying snacks; second, taste was assigned the highest priority for such relatively low-cost items. This preference was dependent on prior experience with the products and therefore brand familiarity and trust. Third, price disparity became an influential factor for the more generic tasting products but less important for products that were considered more distinctive in their taste profiles. The implication of this research is that for these types of low-cost, emotional buys, the price advantage has to be meaningful for it to translate into a cost-driven decision. For copycat products, this means that the greater the price disparity and the more comparable the taste, the more they appeal. For leader brands, this study highlights the importance of maintaining the emphasis on preserving their distinctive taste and keeping prices relatively comparable with those of competitors to avoid conceding market share.

The Influence of Brand Leadership and Brand Experience on Satisfaction and Repurchase Intention on E-commerce Brand

The purpose of this study is to empirically test the effect of brand leadership on its four dimensions, namely quality, value, innovation, popularity and brand experience on satisfaction and repurchase intention in Tokopedia customers. The population in this study are individuals as consumers who have transacted or shopped online at Tokopedia, are at least 18 years old, and live in West Jakarta. The sample in this study that met the criteria was 222 respondents who were selected using non-probability sampling through convenience sampling techniques. Data collection was carried out by questionnaire via google form which was distributed online. The data that has been successfully collected is processed using PLS-SEM. The results of this study indicate that quality, value, innovation, popularity and brand experience have a positive and significant effect on satisfaction. Then, the results also show that quality, popularity, brand experience, and satisfaction have a positive and significant effect on repurchase intention. However, value has a negative but significant effect and innovation has no significant effect on repurchase intention. Thus, Tokopedia must pay attention to quality, value, innovation, popularity, and brand experience to increase user satisfaction so as to generate repurchase intentions through Tokopedia.

Whose questions? Ventriloquation in entrepreneurial podcasts

While interaction is a signature feature of podcasts, new research on selected entrepreneurial podcasts has shown how they are de-dramatized as part of the leadership branding project, indexing the genre’s transition from a homespun to a corporate medium and echoing the notion of media re-colonization. This article reports on a case study of the use of questions in a single entrepreneur’s six-episode podcast series. We set out to identify and analyse what we see as ‘re-dramatization’ strategies, creating a sense of interaction and heteroglossia in what is essentially a monologue. Next, triangulating with insights from multimodal discourse analysis and linguistic ethnography, our analysis points to ventriloquation. Through questions that are presented as reported (i.e. referring back to questions that were raised on some earlier occasion), the entrepreneur makes himself or others say something, staging a specific past situation (real or imagined) where questions were asked and thus creating an enhanced sense of author-ity. As for questions that are presented as asked at the moment of speaking (we call them direct questions), the results of our inquiry indicate that the entrepreneur is ventriloquating either what he believes the listener might want to ask him or what he himself was previously asked by the podcast producer. We suggest that the entrepreneur is accommodating more actively to his listenership than it seems at first sight and conclude by reflecting on how this sheds new light on the entrepreneurial podcast as a tool of leadership communication as part of the wider digital mediascape, on the interactive use of questions in general and on the potential of our multi-method approach.

Impact of crystal polymorphism of rifaximin on dissolution behavior

IntroductionRifaximin is an intestinal antiseptic which has five (pseudo) polymorphs α, β, γ, δ and ε. These last (pseudo)polymorphs have different physicochemical properties. The objective of the study is to assess the impact of rifaximin polymorphism on its dissolution rate which could affect its bioavailability. Material and methodsThe analytical validation of dissolution assay method by UV–Visible spectrophotometry was carried out according to ICH Q2. The physicochemical characterization (solubility test, FTIR, DSC, XRD) was carried out on four active pharmaceutical ingredient (MP1, MP2, MP3, MP4). MP1 and MP2 were used by the manufacturer of generic brand 1 (G1) and MP3 and MP4 were used by the manufacturer of generic brand 2 (G2). The comparative in-vitro dissolution study was carried out on the leader brand (P), G1 and G2. ResultsThe four MPs were analyzed by XRD. The results of analysis showed that MP1 and MP4 were a mixture of α form and amorphous form. MP2 had an amorphous form and MP3 had a crystalline form β. The spectra of FTIR showed that the four MP had characteristics bands of rifaximin in the domain 4000-400 cm−1. The differences between the spectra of the four MPs were observed among the amorphous form (MP2), around the region 1800 to 1820 cm−1 which is attributed to the vibration of the CO group. An additional difference observed among the amorphous form (MP2) is around the region 1400 cm−1 which is attributed to the banding OH. The thermograms of MP1, MP2 and MP4 showed endothermic peaks which are probably attributed to the departure of water which indicate that MP1, MP2 and MP4 are pseudopolymoph (hydrate). For the four MPs, probably the melting points are interrupted by the phenomenon of phase transformations (Crystallization) which are reflected by exothermic peaks around 200°C–250 °C.Our results showed that the crystalline polymorphism of rifaximin influences its solubility. According to the results of the solubility test, the β crystal form of rifaximin (MP3) had the lowest solubility (3.47 μg/ml). MP2 had the highest solubility (8.35 μg/ml) and MP1 and MP4 had intermediate solubilities (5.47 μg/ml and 6.74 μg/ml). Comparative in vitro dissolution results showed that the dissolution profile of P was not similar to that of G1 and G2 (% dissolution (P)30min = 60%; % dissolution (G1) 30 min = 100% and % dissolution (G2) 30 min = 115%; f1(P versus G1) = 44; f1(P versus G2) = 61) in M1, while G1 and G2 had comparatively similar dissolution profiles (% dissolution (G1) 30 min = 100%; % dissolution (G1) 30 min = 110%; f1 (G1 versus G2) = 14) in M1. ConclusionThis study highlighted the impact of rifaximin polymorphism on its physico-chemical properties (crystal structure, thermal behavior, solubility) and on its dissolution behavior which could affect the rifaximin bioavailability.

The Impact of Brand Leadership and Customer Satisfaction on Customer Loyalty: Evidence from Indonesia

The Impact of Brand Leadership and Customer Satisfaction on Customer Loyalty: Evidence from Indonesia

Internal branding workflow implementation based on inter-functional effort between marketing and human resources departments

This article explains what internal branding is and how to implement it based on inter-functional efforts between marketing and human resources departments. This article reviews academic literature and business articles to consolidate definitions, processes, and practices of internal branding. Internal branding implies an articulation between marketing and human resources departments to design, implement, and evaluate processes focused on promoting the brand among employees and increasing brand equity internally and externally. The human resources area has a superior domain in brand-centered human resource management. The marketing area leads the internal brand communications. Both areas participate proportionally in managing brand leadership. The three main processes of internal branding show an upward and downward relationship. This review summarizes the definition of internal branding based on advances in the literature and practice. This conceptualization helps professionals and researchers to understand what internal branding is. In addition, this article provides a detailed guide about how to implement internal branding explaining the roles that marketing and human resources departments play in the implementation process.

PELUANG REPURCHASE INTENTION PADA E-COMMERCE WEBSITES DENGAN MENINGKATKAN BRAND LEADERSHIP

E-commerce is a form of trading carried out online using the internet. E-commerce can be done via computers, laptops, and even smartphones. This research aims to test and analyze the influence of Brand Leadership on Satisfaction, Satisfaction on Repurchase Intention and Brand Leadership on Repurchase Intention on e-commerce websites. The population of this research are people who use or buy products on e-commerce websites. The sampling procedure used in this research to collect relevant data was the use of a questionnaire. A total of 131 samples were collected and the method in this research used a purposive sampling method. Data were analyzed using SEM (Structural Equation Modeling) and AMOS (Analysis of Moment Structure) methods. The results of this research show that Brand Leadership has a positive influence on Satisfaction, Satisfaction has a positive influence on Repurchase Intention and Brand Leadership does not have a positive influence on Repurchase Intention.se Intention and Brand Leadership does not have a positive influence on Repurchase Intention.

Brand advertising competition across economic cycles

This study investigates how brands’ responses to competitors’ advertising actions change over the business cycle. In an empirical analysis of advertising activity by 105 brands in six consumer packaged goods categories over 10 years in a market that experienced severe economic swings, we show that managers become more aggressive in contractions. Brands respond not only more often to competitors’ advertising but also more intensely. Different brands react in contractions. Brand leaders respond less often and intensely in bad times; by contrast, premium-tier brands seem to avoid competition in good times but aggressively defend their position in bad times, especially against cheaper competitors, which are more popular in contractions. We corroborate the validity of our findings through in-depth interviews with executives and introduce two useful metrics, aggressivity and receptivity, to map changes in brand competition in an industry when economic conditions change. Collectively, the findings show how managers can better anticipate competitive advertising reactions in good and bad economic times.

Managing place branding: the case of the Mewar royal family

ABSTRACT This study explores the process of place branding in identity development and is based on the Mewar royal family, who own Mewar’s heritage through descent. Qualitative data were obtained through in-depth interviews, focus group interviews, and participant observation. Through thematic analysis, a conceptual framework shows the relationship between place branding and place brand identity. The findings contribute to place branding and stewardship theories by showing that place brand leadership and efforts to protect and sustain age-old place brand values require custodians to have stewardship qualities and follow sustainable practices in shaping a place’s brand identity. The findings provide valuable lessons for current and future heritage organisations, policymakers, and internal stakeholders.

Leadership brand and management effectiveness during the COVID-19 pandemic: Basis for management development plan

Leadership brand and management effectiveness during the COVID-19 pandemic: Basis for management development plan

Research on the Optimization Path of Eco-leadership Based on the Beauty Industry

People's aesthetics and tastes have changed with the progress of time and culture. People are constantly influenced by new things, technologies, and ideas, and the pursuit of beauty has increased. However, the beauty industry is currently facing natural resource and ethical dilemmas. Eco-leadership, focusing on environmental and social sustainability, can solve the current dilemmas and help maximize corporate benefits. This paper contributes to the application of eco-leadership in the beauty industry. The case study approach is used to analyze the application of eco-leadership in some leading beauty companies: the body shop, L' Occitane, Natura & Co, and KIKO. These companies are highly recognizable brands in the beauty industry, have a considerable market share, and their products lead to consumer buying behaviour. It is concluded that the beauty industry requires brand leaders to invest in environmental sustainability and social contribution. The strategies related to eco-leadership are suggested to mainly focus on animal testing, recyclability and availability of packaging, energy, and water management, and research into eco-technology.

The Analysis of Chanels Marketing Strategies

The fashion and luxury industry dates back to the nineteenth and earlier centuries. Today, the industry is a multibillion enterprise involved in producing, marketing and selling various products. These include clothes, shoes, jewelry, accessories and luxury goods. Many companies have grown and developed within this industry over the centuries. One of the iconic and renowned luxury brands is Chanel company. This paper will focus on Chanel's marketing strategy, paying attention to aspects of its production line, pricing, market share, and marketing strategies, such as advertising, among other elements. This research will help gain insights into different aspects of the company, especially its role in becoming one of the brand leaders in the fashion industry. The research can provide insights into brand positioning, marketing mix, consumer psychology, and other factors contributing to its success. The research will employ primary and secondary data sources, such as the analysis of company financial and marketing reports and a review of relevant literature. The paper will also use comparative analysis by looking at earlier trends and cultures that have helped shape the fashion industry and the Chanel company. This paper finds that Chanel's marketing strategy is carefully analyzed to differentiate itself from other brands and secure a sizeable market share. Looking at some of these aspects of its differentiation will provide insights into its successes and market domination.

‘Brand Purpose’ in fashion and luxury brand management: A must or an opportunity?

In contemporary brand management practices, the definition and effective marketing of a so-called Purpose is commonly considered as mandatory to achieve a competitive advantage and eventually a superior financial performance. Such practices are particularly common in the fashion and luxury industries. Through the analysis of appropriate business literature, marketing researches and relevant case histories, the author rejects this popular belief, first, because many brands are perfectly successful, even without any Purpose (which should not be confused with corporate communications strategies), its identity having been successfully built around other worthy values; moreover, not necessarily, customers always prioritize Purpose-driven brands in their purchases, particularly if commanding higher prices and during recessions. A well-designed and effectively marketed Brand Purpose surely offers opportunities (i.e. strong and resilient emotional connections with targeted customer segments, including high spending luxury buyers and communication opportunities and visibility of brand leaders and spokespersons) but also implies risks (i.e. ideological values are by definition controversial, therefore such strategies could hurt part of the clientele of brands with broad target audiences, and negative reactions from some governments or from the public opinion in different cultural environments). Finally, and more crucially, managers should be aware that Purpose-centred brands are constantly overexposed towards the media, their target customers and the public opinion, and their stakeholders are more and more demanding, scrutinizing their practices and expecting impeccable consistency; therefore, just ‘building’ a narrative without consistent underlying practices will likely be ineffective, if not counterproductive.

K-콘텐츠 산업의 활성화를 위한 팬덤 관리방안

Purpose - Based on several keywords, this study proposes three specific strategies and action plans to manage the K-content fandom.
 Design/Methodology/Approach - With the revitalization of the K-content industry becoming a major strategy for increasing national competitiveness in Korea, this study proposes specific strategies to manage the fandom from three perspectives for the growth and development of the K-content industry. These are not macro strategies, but micro strategies that focus on specific areas.
 Findings - First, misinformation should be managed in the process of communication with the fandom. This requires developing the political, social, and cultural sensitivity of artists, sharing visions and values to ensure consistency in the messages delivered, and supporting fandoms to establish a system to respond to misinformation. Second, the mental health of artists should be managed by their agencies. Because the psychological well-being of the artists is a major concern for the fandom now, agencies should provide professional counseling or therapy services while creating an environment that prevents exposure to verbal abuse and invasions of privacy. Third, K-content agencies should manage the leadership brand of their companies. Through the establishment of a leadership brand customized to the fandom, a positive corporate image and rapport with the fandom based on understanding and empathy should be formed. Finally, this study provides suggestions for further research on fandom management.
 Research Implications - This study aims to contribute to the sustainable growth of the K-content industry by specifically presenting strategies that entertainment companies can take in the process of fandom management.