Enterprise Brand Research Articles

Research on the Application of Interaction Design in the Revival of Old Brands

Economic development and technological upgrading have given birth to a revolution in the production industry and affected consumer behaviour and habits. This article focuses on how to find a new direction for the old brands that are fading in the competition. Interaction design technology is gradually prevailing in all walks of life along with changes in network methods and consumer needs. It has unique advantages in improving user experience and optimizing product display. Market survey data shows that 83% of consumers are willing to accept interactive product experiences and think that this form of experience is better; the intelligent electronic equipment industry has already implemented 100% of the industry's interactive experience, and the application rate of tourism industry intensive design Up to 70%. Therefore, this article takes the old brand as the main research object, uses SWOT analysis to analyse the situation of the old brand enterprises, explores the important role of interaction design in the road of the revival of the old brand, further puts forward application suggestions, and promotes the new vitality of the old brand.

TRENDS AND ORIENTIRES OF BRAND DEVELOPMENT OF PHARMACEUTICAL COMPANIES IN UKRAINE

Introduction. In a highly competitive environment, only companies that are able to distinguish themselves from their competitors can be successful in the long term. Ensuring real differentiation is an extremely difficult task. To do this, it is necessary to offer a product that is different from the competition, which has a historically superior performance characteristics and to add vivid imagery to the product, appealing to the emotions of consumers. The basis for successful existence and maintenance of high level of competitiveness of the product on the market is the brand, which in its turn, ensures for the consumers a high level of rational and emotional values, which leads to maintenance of the necessary differentiation of the company's activity and positive financial result. Purpose – research of peculiarities of formation and development of the brand of enterprises in the pharmaceutical market. Method. During the research we used methods of comparative analysis, systematic approach, summarization, synthesis, logical and structural analysis, graphical interpretation. Results. An analysis of the situation was carried out, trends in the activities of pharmaceutical companies were identified. In the formation of brand development strategy it was suggested to pay attention to continuous brand management and increase of promotional activity of the companies. Practical relevance lies in influencing the process of brand planning and determining the development criteria for enterprise brands.

Cross Cultural Communication Strategy of Enterprise Brand under the Background of New Media

Effective brand communication in the cross-cultural context has become a key factor affecting the scale of overseas business expansion of enterprises. In order to improve the cross-cultural communication effect of enterprise brand, this paper carries out the research on the cross-cultural communication strategy of enterprise brand under the current new media background. Based on the needs of enterprise development and brand communication, define the principles of brand cross-cultural communication; Based on the development background of new media, this paper proposes communication strategies such as taking national image as the endorsement of enterprise brand, changing passive communication into active and multi-media platform brand communication, in order to provide innovative ideas for improving the communication effect of enterprise brand overseas and establishing excellent brand image.

The interaction relationships among agricultural certification labels or brands: evidence from Chinese consumer preference for fresh produce

China uses a multilevel agricultural certification system; however, its implications are not well understood. In this study, we used tomatoes as an example in a series of Becker-DeGroot-Marschak auction experiments to determine consumers’ willingness to pay (WTP) toward three safety certification labels and two kinds of brands. Then, based on the auction experiment results, we designed a menu-based choice experiment to assess the interaction relationships between the safety certification labels and brands. The results showed that consumers were generally willing to pay a premium for tomatoes with safety-certified labels (especially for organic labels) and brands (especially for the enterprise brand). Providing consumers with additional information regarding the certification remarkably improved their WTP for tomatoes with organic and green labels. The menu-based choice experiment suggested that the organic and green labels were found to be substitutes. In addition, organic and green labels could not substitute the enterprise brand, whereas the converse of this relationship was true. Finally, a mutual substitution relationship was observed between hazard-free label and enterprise brand. Our research enables producers to consider the interaction between certification strategies and brand strategies. Therefore, marketers and policymakers should take steps to promote and expand consumers’ knowledge on certification, as it could benefit the development of certified food.

Analysis on the Factors Influencing the Behavior of Purchasing Enterprise Brand Fruits: Empirical Study Based on 312 Consumers in China

Based on summarizing the factors that influence consumers’ purchasing of fruits and vegetables, by establishing the theoretical framework that describes the factors influencing the behavior of purchasing enterprise brand fruits, designing the questionnaire, collecting data, and analyzing the data of 312 consumers by binary logistic regression, this article finds that there are mainly 6 factors influencing the behavior of purchasing enterprise brand fruits, namely, gender, the convenience of purchase, taste, evaluation after tasting, tasted or not, and whether relatives or friends buy. Among them, the first four factors have a positive effect, while the last two have a negative effect. The biggest influential factor is whether relatives or friends buy, followed by tasted or not, the third is an evaluation after tasting, and the fourth is the convenience of purchase. Taste and gender are, respectively, ranked fifth and sixth. Based on the above conclusions, this article puts forward some countermeasures and suggestions, which can be listed as follows: to expand the marketing channels of enterprise brand fruits, to improve the convenience of purchase, to improve the quality of enterprise brand fruits, to pay attention to the improvement of taste, to give full play to the publicity role of the government and enterprises, and to improve the popularity of enterprise brand fruits.

Analysis of Brand Communication Influence of Professional Sports Clubs Based on Complex System Discrete Model

In recent years, because the complex system discrete model has brought good results in the application of many research directions such as human management analysis, control system prediction, and animal group prediction, how to combine the complex system discrete model with the prediction of enterprise brand communication effect has become a current research hotspot. Based on this, this paper studies the application of the discrete model based on the complex system in sports club to enterprise brand communication and designs a model of the impact of professional sports club on enterprise brand communication based on the SIR model and PSO algorithm. Firstly, this paper analyzes the research status of the impact on enterprise brand communication at home and abroad and optimizes and improves the impact of professional sports clubs on enterprise brand communication and the shortcomings of big data analysis technology in the current research. The complex system discrete model can accurately analyze the enterprise brand communication and conduct big data mining analysis with known professional sports clubs to achieve accurate calculation. The results show that in the process of analyzing the impact of professional sports clubs and enterprise brand communication, the communication mode design of professional sports clubs based on SIR-PSO algorithm can not only effectively deal with various complex discrete data evaluated by club users but also analyze and evaluate the impact of professional sports clubs on enterprise brand communication.

FORMATION OF THE SMALL BUSINESS ENTERPRISE'S OWN BRAND

In a market economy, the buyer's decision to purchase a product affects not only its availability in the market, price, quality, but also the popularity of the manufacturer. Therefore, the issue of the development of the marketing communications system, especially the policy of creating a brand, is becoming especially relevant. More often, the transformation of their name into a brand is used by large firms and enterprises, and the issue of creating and popularizing a brand for small businesses has practically not been considered in the literature. The purpose of this work is to systematize the theoretical provisions and substantiate practical recommendations for developing a brand for small businesses.Trust has been identified as the primary driver of success for small business brands, as brands with a high level of trust can take advantage of young demographic groups willing to try new things, be adventurous and uphold their values. There are two goals of creating a brand of a small enterprise: with the aim of moving from a small enterprise to a large one, or for separating a small enterprise from similar ones operating in the given market. The paper proposes a general algorithm for creating and popularizing a small business brand in Ukraine.In general, the image characteristics of a small business brand should be considered as the main one for the consumer. The most important of them are: the image of the enterprise as a whole (including the attitude of consumers towards its owner or management), the availability, timing and quality of performance of warranty obligations for the goods, the manufacture of goods using modern (or environmentally friendly) technologies.A small enterprise, when creating a brand, should not forget about its financial assessment, since in this case, the brand is an intangible asset of the enterprise, and it is the subject of amortization. In addition, there is a possibility of exercising the rights to a brand in all markets (or in part of the markets) to another enterprise in order to increase financial receipts during crisis periods of the enterprise's operation. Therefore, the further direction of the study is the development of a model for the financial assessment of the brand of a small business enterprise.

Earnings Benchmarks and Enterprises’ Expenditure Manipulation：Evidence from Advertising Expenditures

Under the background of the new economic era, great changes have taken place in the business environment faced by enterprises. The business model of enterprises is changing from the “product-centered” model to the “customer-centered” model. In this trend, brand capital has become an essential factor for enterprises to form core competitiveness. As a long-term investment in brand, with the transformation of enterprise business model, the importance of advertising expenditures in enterprise brand building and value promotion is becoming increasingly prominent. Advertising expenditures are generally the research topic in the field of marketing. This paper extends it to the research field of accounting and corporate finance, trying to take advertising expenditures as the research object, uncover the “black box” of enterprise expense manipulation, and explore the enterprise expense manipulation behavior under different earnings benchmarks（avoiding a loss, avoiding an earnings decline, meeting analysts’ earnings forecasts）. And on this basis, we further explore the cross-sectional differences of advertising expenditure manipulation between different enterprises. The results show that enterprises will try to achieve the goal of avoiding a loss by cutting advertising expenditures. However, there is no evidence on enterprises’ advertising expenditure manipulation under the goal of avoiding an earnings decline or meeting analysts’ earnings forecasts. The above conclusions remain unchanged under various robustness tests. Further, the research on the cross-sectional differences of advertising expenditure manipulation to avoid a loss shows that advertising expenditure manipulation is more significant in enterprises with higher advertising expenditure intensity, shorter listing time, analyst tracking and lower tax rate. This paper not only makes a preliminary study on advertising expenditure manipulation in China’s capital market, explores whether advertising expenditures will be used as a means of earnings management under a variety of earnings benchmarks, enriches the academic literature in the field of expenditure manipulation in earnings management, and is helpful to understand the relationship between earnings benchmarks and expenditure manipulation; but also makes a thorough study on the cross-sectional differences of advertising expenditure manipulation under earnings benchmarks, which is helpful to reveal the mechanism behind the expenditure manipulation behavior, and has reference value and enlightenment significance to the subsequent scholars’ research in related fields. In addition, the conclusions of this paper can not only enlighten the participants and regulators of capital market in policy, but also have reference value to understand the relationship between earnings benchmarks and expenditure manipulation in practice.

Craftsman Spirit: An Enterprise Anthropological Study of The Time-Honored Brand Enterprises’ Core-Competitiveness

Enterprise anthropology is a new discipline that applies cultural anthropological theories and methodologies into business studies. It has established an improved theoretical system in China. This paper explains and analyzes the core-competitiveness of the time-honored brand enterprises by the theoretical system of enterprise anthropology. Based on the questionnaire of investigation and quantitative analysis, this paper argues that craftsmanspirit1 is exactly where the core-competitiveness and value advantage lie, which includes the shop rules, ancestry doctrines and the exceptional enterprise cultures formed since its creation and playing significant social functions within the inheritance and transformation processes of enterprises.

Effects of Online Social Interaction and Social Capital on Brand Relationship Quality in Medical Tourism Industry

The emergence of Internet media allows brands breaking through the one-way communication model of mass media in the past and reinforces the circular dialogue mechanism through the interaction of Internet media to precede one-to-one communication through text dialogue, where the affective connection generates in the interaction process. Many enterprise brands start to utilize social media as the new interactive communication platform for consumers selecting the required message communication needs. The two-way communication with brands is enhanced through social interaction to build and maintain the relationship, sustain existing consumers’ loyalty to create the maximal profits of each consumer, and more efficiently contact new consumers in the constantly expanding relationship network to achieve relationship marketing. Aiming at the members of Internet fan pages of medical tourism industry, as the research objects, random sampling is applied to distribute 500 copies of questionnaire in this study. Total 392 valid copies are retrieved, with the retrieval rate 78%. The research results show significant correlations between online social interaction and social capital, social capital and brand relationship quality, and online social interaction and brand relationship quality. According to the results to propose suggestions, it is expected to provide practical strategies and development reference for future medical tourism industry brands managing and sustaining the exclusive pages on social network site in the constantly emerging marketing channels.

Strategic Brand Management in the Market

The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the process of brand development and management based on the BEES model, as well as a brand health diagram. The adequacy of the implementation of the proposed scheme for the formation of a strategy for the development and management of a brand of an enterprise is based on the fulfilment of specific requirements for an enterprise developing a brand, in particular, for the efficiency of the branding unit in its structure, forms and methods for assessing the rationality of management decisions, as well as for organizational and economic model of the enterprise in the market.

APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT

Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.

BRAND CONCEPT OF A RESORT AND RECREATIONAL ENTERPRISE

Background. Brand formation of a resort and recreational enterprise is a key factor of success and competitive advantage. The socio-economic development of the destination, its investment attractiveness and the development of an export-oriented model of the resort and recreational sphere depend on the strength of the brand’s influence. This significant scientific aspect requires a theoretical substantiation of the brand concept of a resort and recreational enterprise and the study of the basic of its formation. The aim of the article is to study the methodological foundations of the brand concept of the resort and recreation enterprise, taking into account the key features of the resort and recreation service, which will increase brand awareness, provide reliable information to consumers, the resort and recreation company will balance supply and demand especially during periods of seasonal fluctuations. Materials and methods. The theoretical and methodological basis of the article are theoretical and analytical-applied researches of Ukrainian and foreign scientists on bran­ding, as well as statistical data of international organizations, UNWTO, GWI, the State Sta­tistics Service of Ukraine, statistical and financial reporting of resort and recreational enter­prises, etc. Such scientific methods and approaches as system, analysis and synthesis, compa­rison, graphic have been used in the research. Results. Definitive analysis of the essence of the brand concept has showed that the concept covers key ideas and essence, it is irrational, it is transmitted non-verbally and it is a guide for consumers in the market environment. Functional attributes of resort and recrea­tional services are a consequence of interpenetration of features of resort, hotel and re­creational services. The brand of the resort-recreational enterprise must transmit information about the resort and recreational service as a set of services aimed at providing medical, health, rehabilitation, valeological, recreational and animation services. Taking into account the phenomenon of diffusion is associated primarily with the reflection in the brand of the enterprise of the complexity of the signs of resort and recreational services. The concept of a diffuse brand of a resort and recreational enterprise should reflect a suggestive and marke­ting approach to brand formation. Conclusion. Diffuse brand is an indicator that reflects the multifunctional of the resort and recreational service and broadcasts relevant information about its consumer character­ristics. Disclosure of the concept of the brand of the resort and recreational enterprise through a diffuse brand is a marker of the effectiveness of marketing activity of the resort-recreational enterprise in differentiating marketing communication channels to address poten­tial customers and stimulate sales of resort and recreational services. Keywords: concept, resort and recreational enterprise, resort and recreational service, diffusion, diffuse brand of a resort and recreational enterprise.

Information provision of value-based management of enterprise brands: strategic landmarks

The necessity of solving the problem of information support of brand value-based management of enterprise has been grounded. The existence of accounting dysfunction as a means of information support of value-based brand management has been stated. Peculiarities of normative regulation of accounting of brands and trade marks according to the international and national legislation have been analyzed. The reasons for the prohibition of capitalization of internally generated brands in the accounting legislation have been analyzed. The concept of the moribund effect in terms of accounting and evaluation of internally generated brands of the enterprise has been defined. Critical approaches of scientists to the recognition and accounting of internally generated and received from the company's brands have been analyzed. Three paradoxes of accounting for brands have been allocated. Two main ways to improve the current methodology of accounting for brands in order to overcome the dysfunction of the accounting system (making revolutionary changes in the methodology of accounting for brands; the creation of accounting engineering add-ons) have been suggested.

THE FORMATION AND USE OF THE CONSTRUCTION ENTERPRISE BRAND TO ENSURE INTERACTION WITH STAKEHOLDERS

The necessity of creating the organizational basis for the formation and use of the construction enterprises brand to ensure interaction with stakeholders is proved. The organizational basis for the formation and use of the brand of construction enterprises, based on the results of an integrated assessment under its components is determined. The organizational measures for the formation and use of the brand of construction enterprises are proposed. The scenarios depending on the values of the integral indicator of the formation and use of the construction enterprise brand and the systemic factor of investment attractiveness were proposed.

Evolutionary Game of User Knowledge Sharing Behaviors in Enterprise Brand Virtual Community: Influence of Multiple Level Factors

The exchange and sharing of user knowledge in the brand virtual community is an important way for enterprise product innovation. Therefore, how to encourage users to share their knowledge continuously in the brand virtual community is a key issue. Based on evolutionary game theory, this paper analyzes the influence of various factors on user’s knowledge sharing behavior from the aspects of individual factors, mutual factors and community factors. Through simulation, it is found that there exist two evolutionary stability strategies, that is, (knowledge sharing, knowledge sharing) and (no knowledge sharing, no knowledge sharing). And which direction this system evolves depends on the initial probability and critical points of knowledge sharing. Results show that user’s knowledge level in individual level, the ability to transform and absorb knowledge, the degree of knowledge sharing, the innovation degree of knowledge sharing and the incentive coefficient in community level have a positive impact on the user’s knowledge sharing behavior. Meanwhile, the cost of knowledge sharing between individuals, the homogeneity of knowledge and the spillover effect in mutual level have a negative impact on the behavior of user knowledge sharing. What’s more, there is an optimal coefficient of collaborative profit distribution, which makes the system most likely to evolve in the direction of (knowledge sharing, knowledge sharing).

ОЦІНКА ЕКОНОМІКО-ЕКОЛОГІЧНОГО БРЕНДУ ПІДПРИЄМСТВА НА РИНКУ МИЙНИХ ЗАСОБІВ УКРАЇНИ

The object of the research is the assessment of the economic and ecological brand of the enterprise for the introduction of environmentally friendly detergents on the Ukrainian market. One of the most problematic areas is the formation of responsible consumption, or smart consumption. Responsible consumption is ranked 12 on the list of 17 Global Sustainable Development Goals identified by the United Nations. Responsible consumption forms social consciousness regarding the consumption of environmentally friendly washing products, which is the basis for assessing the ecological brand of an enterprise on the Ukrainian market. The analysis of the current state of the market for environmentally friendly detergents in Ukraine is carried out. The main characteristics of the assessment of quality, safety, environmental assessment, the formation of the competitiveness of detergents in business processes have been determined. In the course of the research, general scientific and special research methods were used. The stages of modeling the process of stimulating environmentally friendly production at the public level have been determined, which, in contrast to the existing ones, provides for the use of financial and economic incentives. These stages include planning the development and introduction into production of new synthetic detergents. And also the development of an ecological strategy for the manufacture of environmentally friendly Synthetic Detergents of the enterprise, which includes marketing research, determination of consumer benefits, positioning of the enterprise brand in the Ukrainian market, justification of expanding the range of Synthetic Detergents, planning the promotion of Synthetic Detergents. To implement them, a SWOT analysis method is proposed to identify the strengths and weaknesses of the company «DE LA MARK» LLC. Thanks to this method, it is possible to qualitatively control monitoring of the needs and likings of consumers. In comparison with similar known methods, the proposed approaches make it possible to modify the production and management of a given enterprise.

Study on International Marketing and Investment Strategy-Taking ABC Company as an Example

There are a large number of pesticide export enterprises in China, but they are generally small in operation scale, low in industrial concentration, lacking of independent innovation and non-standard in industry development, and export marketing is mainly carried out by means of price war and vicious competition. Under the general trend of domestic pesticide industry integration and the fierce competition in the international pesticide market, these enterprises are facing great pressure of survival. This study selects representative ABC Company as the research object, and conducts the analysis of domestic and foreign marketing environment from four aspects of product, distribution, price and promotion respectively through quantitative analysis and qualitative analysis. Through the analysis of its marketing environment, put forward specific marketing strategies, On the basis of determining the strategic direction, the target market and entry mode of ABC Company are further analyzed. It also concludes that the company should flexibly choose the market entry mode, make full efforts to build the enterprise brand and influence, and gradually climb to the top of the value chain. It is expected to find a set of marketing strategies for the company to adapt to the current situation, and try to bring some reference value to enterprises in the industry with the same confusion.

Research on the promotion of efficient and energy-saving architecture in brand management

With the rapid increase of the number of people on the earth, the environment is deteriorating gradually, and there is a shortage of resources. Therefore, it is urgent to actively participate in the creation of efficient energy-saving technology. The purpose of this article is to study the role of high-efficiency and energy-saving architecture in corporate brand building, explore the relationship between energy-efficient technologies and corporate brands, and make a little contribution to reducing resource waste and environmental pollution and promoting sustainable development. As the facade of an enterprise, the value of brand is relative to the customer. Improper brand management will lead to problems in the service quality of enterprises, so that the perceived value of customers will decline rapidly the number of customers will be less and less. In this paper, we first propose solutions to the problems in the establishment of energy-efficient architecture and repair the complete architecture. Secondly, it expounds the importance of brand in the enterprise and its role. Finally, the paper uses the constructed high-efficiency and energy-saving architecture to be applied in an enterprise for half a year to explore the promotion effect of the high-efficiency and energy-saving architecture on the brand processing of enterprises. Through the test, it is concluded that the construction of a complete university energy-saving program plays an important role in the enterprise brand processing, which can ensure the implementation of the enterprise brand. To promote each member of the enterprise group and the brand complement each other, improve the customer's dependence on the brand products, and help customers to stabilize consumption.

Simulation research on online marketing strategies of branded agricultural products based on the difference in opinion leader attitudes

By virtue of the low-cost and high-efficiency internet traffic monetizing ability, key opinion leaders (KOL) have achieved great success on social media platforms in terms of agricultural brand e-commerce marketing. However, opinion leaders tend to adopt different promotion strategies according to their preference to brands. How to optimize online marketing strategies based on the difference in opinion leaders’ attitudes remains a problem demanding prompt solution for agricultural product brand enterprises. This study takes agricultural product brand enterprises and opinion leaders with limited rationality as the research subjects. On the premise of considering the difference in opinion leaders’ attitudes towards brands, the paper combines the evolutionary game theory to construct agricultural product brands’ online promotion strategy evolutionary model, adopts visualization system to simulate the evolutionary process of brand online promotion strategies, verifies model validity and explores the influencing mechanism of punishment on opinion leaders’ negative promotion. Results of multi-agent-based simulation demonstrate that investment in brand promotion, irrelevant to opinion leaders’ attitudes towards brands, pertains to the absolute advantage strategy of agricultural product brand enterprises. Reinforced intensity of punishment against opinion leaders following negative promotion may change opinion leaders’ promotion strategies for agricultural product brands. Moreover, the present study provides an idea and reference to the management decisions of agricultural product brand enterprises’ online brand promotion strategies.