Brand Marketing Strategies Research Articles

Strategic Digital Marketing Innovations: The Role of Community Engagement in Lululemon’s Market Leadership

In the global sportswear market, Lululemon Athletica has emerged as an industry leader with its unique digital marketing strategy. This study explores how Lululemon has significantly increased brand awareness and customer engagement through an innovative digital strategy that combines search engine optimization (SEO) and search engine marketing (SEM) techniques. Lululemon actively utilizes social media platforms, such as Instagram, to create a strong brand community and enhance consumer loyalty and brand connection through marketing campaigns such as #TheSweatLife. This study analyzes how these strategies have helped Lululemon to gain a strong position in the market and effectively respond to challenges from competitors such as Nike and Adidas. The results show that digital marketing not only drives brand growth, but also creates sustainable customer relationships and improves competitiveness in the market. The findings of this paper provide important insights into the marketing strategies of other brands in the digital era, and despite the lack of comprehensive quantitative data support, Lululemon’s success provides lessons for exploring innovative market engagement models.

Exploring E-Commerce Live-Streaming Strategy in China

This article conducts a comprehensive analysis of the most cutting-edge topics in live-streaming e-commerce by reviewing 15 studies published between 2019 and 2024. The research is organized around four core areas of inquiry: live-streaming e-commerce modes and strategies, user participation and behavior, brand marketing and platform strategy, and technology application and influence. The review demonstrates the influence of diverse sales modes, including self-operation and third-party live streaming, on market competition and consumer engagement. Furthermore, the analysis identifies the influence of several key factors on consumer purchasing behavior, the strategic approaches adopted by manufacturers in integrating live-streaming channels, and the implications of AI and blockchain technologies in live-streaming commerce. The findings emphasize the significance of context-specific strategies in optimizing live-streaming e-commerce. They suggest that the successful integration of these technologies and strategies can lead to enhanced consumer engagement, augmented brand visibility, and improved overall market performance. Nevertheless, the study also identifies potential challenges and limitations, including the unpredictability of real-world market dynamics and the risk of reduced innovation in algorithm-driven economies.

Sports Merchandise Marketing Analysis of Sports Brand Marketing Strategies Taking Nike as an Example

Since the 21st century, rising economic productivity has increased incomes, thereby shifting the focus of individuals and societies from basic needs to richer spiritual lives and healthier lifestyles. Global brands such as Nike, Adidas, and Under Armour have expanded their reach into the Chinese market, reflecting a broader societal acceptance of sports goods. The increasing prevalence of products such as Arc’teryx jackets and LULULEMON yoga wear reflects a shift in perspective on health and fitness. Consequently, the sports goods market has become highly competitive, with brands launching new products, expanding their offerings, and enhancing cost-effectiveness while maintaining quality.In order to succeed, sports brands must adopt superior quality, innovative thinking, and unique marketing strategies. This article employs SWOT and 4P analyses to examine Nike’s marketing strategy and ascertain its customer appeal and high turnover. Additionally, it identifies shortcomings in Nike’s approach and proposes solutions. Using Nike as a case study, the article investigates how sports brands can develop practical marketing strategies to secure a strong market position.

A Study on the Brand Marketing Strategy of Luckin Coffee Based on SWOT Analysis

Using a SWOT analysis, this study investigates the brand marketing approach of Luckin Coffee, a well-known Chinese coffee company. With the backdrop of the rapid evolution of marketing strategies driven by the Internet and new media, this study aims to address the gap in understanding how marketing strategies can be tailored to a specific company's unique characteristics. Specifically, it investigates Luckin Coffee's strengths, weaknesses, opportunities, and threats based on an analysis of its current marketing efforts across channels and relevant brand topics. The findings provide insights into how Luckin Coffee can optimize its marketing strategy to seize opportunities and mitigate threats, ultimately contributing to the enhancement of the brand's competitiveness and relevance in the market. This research is a valuable reference for other coffee brands seeking to formulate effective marketing strategies in today's dynamic business environment.

A Review Article On The Impact And Evolution Of Sustainable Brands

The growing emphasis on sustainability has prompted significant changes in the fashion industry, particularly among brands striving to align with eco-friendly and ethical practices. This study explores the impact of sustainable brands on consumer behavior and industry standards. It examines how these brands are integrating sustainable practices into their operations, from the use of recycled materials to adopting circular economy principles. Despite consumers' increasing awareness and positive attitudes towards sustainability, there remains a noticeable gap between these attitudes and actual purchasing behaviors. This research highlights the crucial role of sustainable brands in addressing this disconnect by fostering transparency and authenticity in their practices. The study also investigates the effectiveness of various communication strategies employed by sustainable brands to enhance consumer trust and engagement. By analyzing data from consumer surveys and brand case studies, the research identifies key factors influencing the success of sustainable brands, including brand identity, sourcing practices, and marketing strategies. The findings suggest that while sustainable brands are making strides, continued innovation and consumer education are essential for driving broader adoption and achieving meaningful environmental and social impact.

Analysis of How Hotels Can Achieve Innovative Transformation in Brand Marketing Strategies in the Digital Age

With the rapid development of information technology, driven by new technologies such as artificial intelligence, big data, and cloud computing, the commercial landscape in China is moving towards digitalization. Digitalization refers to the process and technology of expressing, storing, processing, and transmitting information in digital form. The concept and practice of digitalization permeate all aspects of modern society, symbolizing not only a technological transformation but also a cultural, economic, and social revolution. Through digitalization, human beings can manage information more efficiently, enhance productivity, and explore new possibilities for innovation and development. In other words, digital technology not only improves daily work efficiency but also brings many conveniences to people’s lives; it is a product of the technological era. To stand out in the competitive digital age, hotels must master trends, seize opportunities, face challenges, and quickly achieve innovative transformation in brand marketing strategies to capture market share and become industry leaders. This paper explores how hotels should realize innovative transformation in brand marketing strategies under the new technological era.

Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab

The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.

Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

Abstract The article explores the conceptual foundations of building an effective brand. The BAV model is considered as a modern practical approach to brand valuation, its four key components are described. The methodology of the Interbrand company and its elements are studied. A model of dependence of brand value on loyalty and recognition indicators is proposed. Indicators that reflect the complex nature of loyalty and recognition indicators are defined. The author’s methodological approach to assessing brand value is described, which involves conducting a survey of representatives of the target audience of the studied brands, forming a database for brand evaluation, calculating the values of partial indicators, calculating the integral indicator of loyalty/recognition. The quantitative criteria for selecting brand strategies in the matrix «Loyalty-recognition (L/R)» are determined. Depending on the values of the integrated indicators - loyalty and recognition - the matrix «L/R» is proposed, which allows to choose marketing strategies for brand development. The following marketing strategies are proposed in the matrix: expanding awareness, building a brand, preserving and protecting brand positions, and building loyalty. The key elements of the proposed marketing strategies are described. The article conducts a thorough analysis of the Ukrainian dairy market, identifies its problems and prospects. The results of surveys to determine loyalty/recognition for the most famous dairy brands in Ukraine are presented. A matrix «L/R» has been built for them. Appropriate marketing strategies for dairy brands are proposed with basic recommendations for their development.

Community Shaping and User Segmentation: A New Approach to Shaping Consumer Stickiness--Take Lululemon as an Example

In recent years, social marketing has become an indispensable part of the marketing strategies of major sports brands. This article uses literature analysis, case tracking and other research methods to analyze the social marketing of Lululemon, a well-known Canadian sports brand. The study found that Lululemon makes full use of user segmentation to locate its target audience, and then carries out community building for the target group, combining online and offline, so as to better convey the brand concept, arouse consumer resonance, and achieve the purpose of strengthening consumers' brand stickiness. Based on this analysis, this article puts forward several inspirations for the community marketing of major sports brands: carrying out user segmentation and accurately positioning brand target groups is the foundation; focusing on consumer experience feedback, creating efficient communities, and conveying the core concepts of the brand are the key is to increase consumer stickiness and improve consumer loyalty to the brand.

THE INFLUENCE OF LIFESTYLE, BRAND IMAGE, AND BRAND EQUITY ON EIGER PURCHASING DECISIONS (CASE STUDY ON EIGER CONSUMERS IN MADIUN)

General Background: The decision-making process of consumers is influenced by various factors, including lifestyle, brand image, and brand equity. Specific Background: For Eiger, a well-known outdoor equipment brand, understanding these influences is crucial, particularly in the context of its consumer base in Madiun. Knowledge Gap: Despite the significance of these factors, limited research has been conducted on their specific impacts on purchasing decisions in the Eiger brand context, especially in Madiun. Aims: This study aims to analyze the influence of lifestyle, brand image, and brand equity on the purchasing decisions of Eiger consumers in Madiun, employing a quantitative approach. Results: The study reveals that lifestyle has a negative and significant impact on purchasing decisions, brand image does not significantly affect purchasing decisions, and brand equity has a positive and significant influence on purchasing decisions. Novelty: These findings provide new insights into the varying impacts of these factors within the Eiger brand, particularly the unexpected negative influence of lifestyle on purchasing decisions, which contrasts with conventional expectations. Implications: The results suggest that Eiger should re-evaluate its marketing strategies in Madiun, particularly by focusing on enhancing brand equity while reconsidering how lifestyle factors are addressed in their promotional efforts. This research contributes to a deeper understanding of consumer behavior in niche markets and offers practical implications for brand management and marketing strategy formulation.

Analysis of the Impact of Luxury Marketing Methods on Customer Consumption Psychology

Our research object is Herms, a world-renowned luxury brand, especially its brand strategy, distribution and purchase system, and the psychological characteristics of brand consumers. We use a variety of research methods for analysis, including an in-depth study of Herms' brand history, product lines, and marketing strategies through literature. Using the 4P marketing theory model of product, price, location and promotion, it makes a comprehensive analysis of Hermes' marketing strategy. Finally, a questionnaire about Hermes consumers was used to conduct detailed data analysis and interpretation. It is found that the success of Hermes is largely due to its unique brand strategy and marketing strategy. Although the distribution system is controversial, for Herms, its existence is exactly in line with its brand positioning, and it has successfully attracted some wealthy consumers who are willing to pay for luxury experiences.

Predicting the Impact of Brand Marketing on Expanding Female Consumer Groups

The stable and promising growth trajectory of the light luxury market has prompted businesses to contemplate how to capitalize on opportunities and expand their consumer base during the brand adjustment phase. Hence, this article seeks to examine the influence of marketing strategies and innovative concepts on brands, using market data as a basis for analysis. Using Miu Miu's remarkable performance in the 2024 autumn/winter fashion show as a case study, examine the three factors contributing to the issue: brand image, product design, and marketing strategy. The essay proposes that effective brand image positioning, unique product design styles, and eye-catching media marketing can significantly enhance brand development. Consequently, drawing on these analysis findings, the essay presents the issues that require attention and offers recommendations for resolving them in brand transformation. These proposals serve as valuable references for the transformation of light luxury brands and provide significant guidance for their future development.

A Study on Meme Marketing Strategies of Domestic Brands and Optimization Suggestions

In today’s era of traffic, the powerful monetization ability of meme marketing has attracted growing attention from brands. However, there is still limited research on domestic brand meme marketing in academic circles. Therefore, aiming to study domestic meme marketing strategies from a macro perspective, an interview was conducted to collect current meme marketing strategies of domestic brands, and a questionnaire was then released to evaluate the application effect of these strategies. The results show that domestic brands have used Internet memes in marketing with the help of artificial intelligence, explored to establish a brand virtual image, and adopted the two-way communication model of User Generated Content (UGC). Nonetheless, current meme marketing strategies have not shown a significant effect on improving consumers’ willingness to learn about brands and purchase their products or services. This paper provides improved meme marketing strategies that further arouse the transformable consumption potential of consumers and effectively consolidate the maintenance and expansion of brand communication.

Brand Marketing Strategy Based on Consumer Behavior--Taking POP MART as an Example

Brand Marketing Strategy Based on Consumer Behavior--Taking POP MART as an Example

Cold tones for sincerity and warm tones for excitement: interactive effects of color tone and brand personality on brand evaluation

ABSTRACT The interior design of hospitality settings is crucial for distinguishing a brand from its competitors. Drawing on color marketing and brand personality theories, this paper posits that aligning interior color tones with the brand personality of the hospitality and tourism brand can heighten tourists’ perceptual fluency and thus their brand evaluation. Three studies support this proposition. The initial archival data analysis discovered a correlation between cold – warm interior tones and sincere – exciting brand personality in real-world hotel interior designs (Study 1). Study 2 revealed that cold tones evoke brand perceptions of sincerity, whereas warm tones elicit brand perceptions of excitement. Study 3 confirmed the effects of matching cold – warm tones with brand personality on brand evaluations and the mediating role of perceived fluency. The present research holds significant practical implications for hospitality and tourism suppliers in terms of interior design, brand personality identification, online platform promotional design, and brand marketing strategy development.

Alone or Mixed? The Effect of Digital Human Narrative Scenarios on Chinese Consumer Eco-Product Purchase Intention

Digital human narrative transportation has proven to be an effective green brand marketing strategy. However, there is still a lack of in-depth research on the relationship between the role of different digital human narrative scenarios in consumer perceptions and behaviors. This research examined the impact of digital human narrative scenarios on eco-product purchase intention through four studies. Study 1 found that anime-like (vs. human-like) digital human narratives led to more positive emotional arousal and higher eco-product purchase intention through the use of encephalography (EEG) experiments. Studies 2–4 examined the effect of digital human narrative scenarios on eco-product purchase intentions and explored the mediating role of narrative presence and the moderating role of narrative type. The results showed that mixed (vs. single) narratives lead to more positive consumer purchase intentions. In addition, sharing-oriented (vs. persuasion-oriented) narratives also led to a more positive perception of narrative presence. These findings provide insights for marketers using digital human narratives to promote eco-product consumption.

Creating a Video for TikTok Social Media Content Kelirskin with the Theme of Balinese Kecak Dance Local Wisdom

The use of social media, especially TikTok, has become an integral part of digital marketing strategies for many brands, including Kelirskin. In this study, we explore the potential of TikTok as an effective marketing tool to boost Kelirskin product sales with a focus on the theme of Balinese Kecak dance local wisdom. Through pre-production, production, and post-production stages, we designed and created promotional videos that combine the beauty of Bali's nature and culture with the messages inherent in the Kelirskin brand. Despite facing some challenges, such as selecting appropriate settings and proper lighting, the authors successfully overcame these obstacles with creativity and dedication from the production team. By implementing additional strategies, such as researching TikTok user trends, collaborating with influential users, and utilizing TikTok's interactive features, Kelirskin can maximize TikTok's potential as an effective marketing tool to boost their product sales and strengthen their brand position in the digital marketing market.

Luxury Brand Marketing Strategy - Taking Chanel as an Example

Luxury Brand Marketing Strategy - Taking Chanel as an Example

Unstructured Data Analysis Research for Vegan Beauty Trends and Consumer Awareness Survey

This study used unstructured data to analyze the various factors and relationships that influence consumers’ perception and behavior on vegan beauty, and predicted the future prospects of vegan beauty. The analysis results are as follows: First, in the keyword analysis related to vegan beauty, clean beauty and beebeuty appeared as the top main words, and cosmetics, ampoule, skin, double cream, animal raw material experiment, dalba, raw material use, etc. were followed. Second, as a result of performing TF-IDF analysis, ampoule, clean beauty, double cream, dalba, collagen, beebeuty, animal raw material experiment, and cosmetics appeared in order. Third, as a result of analyzing 50 keywords related to vegan beauty through centrality analysis and semantic network analysis, clean beauty, beebeuty, cosmetics, double cream, recommendation, ampoule, skin, animal raw material experiment, and dalba showed the most influence, and in the eigenvector centrality analysis, clean beauty, beebeuty, cosmetics, and double cream showed high values in order. Fourth, as a result of grouping 50 keywords related to vegan beauty derived through CONCOR analysis, the first group was keywords related to the attributes of vegan beauty, the second group was keywords related to vegan beauty products, the third group was keywords related to vegan beauty marketing, and the fourth group was keywords related to beauty care. Through these analysis results, we present the current situation and future possibilities of vegan beauty, and hope that it will help strengthen the competitiveness of vegan beauty brands and establish marketing strategies for vegan beauty brands.

The influence of AR virtual clothing design elements on Chinese consumers’ purchase intention: Novelty, craftsmanship, trendiness, and sociability

In the context of the burgeoning digital fashion industry, this study investigates the factors influencing consumer purchase intentions for virtual garments. Through literature review, this study constructed a theoretical model comprising seven latent variables: trendiness, novelty, sociability, craftsmanship, perceived value, perceived quality, and purchase intention, the data of 347 surveys from China are analysed effectively. Results show that novelty, sociability, and craftsmanship not only have a direct positive impact on consumers’ purchase intentions but also indirectly influence purchase intentions through the mediating variables of perceived value and perceived quality. Although trendiness itself did not have a direct significant impact on purchase intention, it could indirectly affect it through perceived value and perceived quality. These insights offer valuable implications for the design and marketing strategies of virtual garment brands, aiming to better align with consumer motives in the digital fashion realm.