National Brands Research Articles

Relationships between Brand Value and Country's GDP

Brand development has emerged as a critical strategy for economic prosperity where assets from both physical and nonphysical sources significantly influence a nation's economy. However, the impact of these intangible assets on economic growth still requires further clarification. This study aims to investigate the relationship between nation brand value and economic growth and to examine whether this impact varies depending on countries' income levels. Based on data from the global soft power index and gross domestic product (GDP) of 120 countries from Brand Finance Nation Brands and Word Bank in 2022, linear regression and moderation analysis results reveal that nation brand values positively impact national economic growth. The results of the moderation effect analysis by the PROCESS macro reveal that the impact of nation brand value on economic growth is significantly more substantial for lower-income economies than for higher-income economies. Our study is one of a few attempts to clarify the effect of nation brand value on a nation's economic growth. The outcome of this research provides more understanding for exploiting the nation brand development concept to create a superior competitive advantage, consequently leading to the prosperity of nation economies. Doi: 10.28991/HIJ-2023-04-04-08 Full Text: PDF

Spectacular International Labor Law: Ambush Counter-Marketing In the Spotlight of Qatar’s 2022 FIFA World Cup

AbstractOne year ago, the Qatar World Cup was in full swing, and Qatar was omnipresent in our public and private spheres. For many, the Qatar 2022 World Cup will forever be intimately connected with the plight of migrant workers. This Article dives into the confluence of spectacle, counter-marketing, international—labor and human rights—law, and local reforms, which came together in the long decade which followed FIFA’s fateful decision in December 2010 to give the 2022 World Cup to Qatar. It starts by situating the FIFA World Cup 2022 within Qatar’s drive for soft power and nation branding, before turning to re-counting how the 2022 World Cup was “ambushed” in the name of Qatar’s migrant workers and their rights, putting the issue on the global agenda and triggering the involvement of the ILO. Thereafter, the Article discusses the effects of this ambush counter-marketing by engaging with the labor reforms introduced by the Qatari government, while highlighting their limits in terms of scope and implementation. The Article concludes with a general discussion on the blind spots and shortcomings of the turn to counter-marketing as a strategy to vindicate international human rights or labor rights.

Русский авангард и система архетипов. Опыт демонстрации

The article is devoted to a large-scale exhibition at the Primorsky State Art Gallery in Vladivostok, prepared by the State Tretyakov Gallery (curator Irina Kochergina), as well as the album-catalog of this exhibition. Consisting of more than fifty first-class works, mainly from the Tretyakov Gallery collection, it is interesting because for the first time in exhibition practice it correlates the figures of Russian avant-garde artists with the system of psychological archetypes developed by Carol Pearson. While some points are controversial, this experiment is very indicative. Firstly, it responds to the recent tendency to view the avant-garde through the prism of philosophical and natural-scientific concepts of the time. Secondly, an appeal to one of the popular theories allows us to solve another educational task — to involve the viewer in a dialogue with sophisticated art, which despite the catchiness of the Russian avant-garde as a national brand still remains alien and obscure to many people.

Формування національного бренду України в міжнародній діяльності

The article delves into the influence of Ukraine's national brand on the formation of the image of domestic enterprises in the international arena. Factors that determine this influence are exam-ined, including the country's reputation, perceptions of the quality of its products and services, as well as the level of trust in Ukrainian brands. The insights gained from this article can be valuable to marketing professionals, researchers in international relations, and brand managers operating in the era of globalization and internation-al trade. Understanding the influence of the national brand on enterprises will enable the develop-ment of more effective strategies for international expansion and enhance the competitiveness of Ukrainian companies in the global market. The purpose of the national brand is to create a percep-tion of the country as having powerful and unique production capabilities, rich research potential, cultural traditions, and natural and recreational resources. The development of Ukraine in the international arena directly depends on its positive percep-tion by the foreign community. Foreign states, citizens of other countries, investors, whose attitude is positive, also have an influence on the solution of internal socio-economic problems. A positive image of Ukraine contributes to strengthening the effectiveness of the state's foreign and domestic policy. The war in Ukraine, has had a complex and multifaceted impact on the image of domestic en-terprises in the world. For example, support from the international community, including sanctions against russia and assistance to Ukraine, can have a positive impact. It signifies solidarity with Ukraine and can mitigate some of the negative perceptions associated with the conflict. Ukraine's pursuit of closer ties with the European Union and other international partners has opened up new trade opportunities. This can positively impact enterprises that can take advantage of these trade agreements. In summary, the war in Ukraine has had a mixed impact on the image of domestic enterprises in the world. It has created challenges and negative perceptions in some cases, but it has also shown the resilience and adaptability of Ukrainian businesses.

To fight or not? product introduction and channel selection in the presence of a platform’s private label

Platform retailers’ private labels have recently flourished, threatening the business of traditional national brand (NB) sellers. To fight against these platforms, some NB sellers introduce new products as low-quality substitutes through marketplace channels or exclusive channels. This raises a question: Considering the existence of a platform’s private label, how does an NB seller’s fight/no-fight strategy affect the co-opetition relationship between the two players? In this paper, we construct a game-theoretic model to explore the optimal response strategy of the NB seller. Our study shows that the interaction between the expansion effect and the cannibalization effect can lead to outcomes in which the no-fight strategy benefits the NB seller and the fight strategy benefits the platform. We find that for the NB seller, introducing a new low-quality product through a marketplace channel may be more profitable than doing so through an exclusive channel, particularly when the expansion effect is large and the quality difference is small. We also find that new product introduction as a fight strategy may cause a win–win situation for the NB seller and the platform when done through a marketplace channel with a large expansion effect. An intriguing result of the extension is that the NB seller may switch from the marketplace channel to the exclusive channel as the operating cost in the exclusive channel increases. This work provides valuable managerial insights for NB sellers in response to strategic competition with platforms’ private labels.

Applying the triple coherence line to in-store marketing plans to increase private label market share

Difficult economic times might encourage private label purchases, though most such decisions occur in-store. The current study therefore presents an analysis of whether in-store displays (ISD) exert similar effects on private labels versus national brands, which ISD are most effective, and how retailers can maximize their effects. With a triple coherence line (TCL) framework, the authors determine ISD that favor a decision process in which the consumer can easily recognize the benefits of a promotion, increase their impact on sales, especially if the product itself offers similar benefits. They establish a novel, unique data set of scanner and observational data about daily product prices and sales in 22 categories, according to the uses of different ISD (shelf signage, end-of-aisle, islands) and promotions (price, product). The results confirm their different effects on private labels versus national brands; when ISD facilitate decision processes that are congruent with private-label purchase motivations, they exert greater effects on sales, and these effects can be maximized by applying the TCL framework. In detail, shelf signage that stimulates more cognitive and rational purchase decisions exerts powerful effects on private label purchases, which get reinforced by price promotions. These insights extend previous studies of in-store marketing actions and purchase decisions, leading to some useful recommendations for retailers.

CONCEPTUAL TRANSFORMATIONS OF ETHNODESIGN IN UKRAINE, WITH REGARD TO THE PROCESSES OF GLOBALIZATION AND THE INTRODUCTION OF DIGITAL TECHNOLOGIES

In the work, it is determined that the processes of globalization, characteristic of modern society, require an understanding of the problems of national revival, a reflection of the manifestation of the features of national culture in modern ethnodesign. Therefore, the study of its phenomenon in the system of ethno-cultural values as an important component of culture is relevant, because namely design affects the formation of the mentality of both an individual and the people in general. The role of ethnodesign as an element of culture in the context of globalization and multicultural transformations, in particular against the background of glocalization processes, is studied. It is shown that design today acts as a kind of intermediary, reproducing the peculiarities of the functioning of objects, things in the sphere of culture, performs sociocultural functions, increasing the value characteristics of the environment with its works. Conceptual provisions for the development of Ukrainian ethnodesign as a creative modernization of traditional artistic forms, creation of a cultural image and a national brand as a tool of soft power in the conditions of globalization are suggested.

Elements of Nation Branding at the Embassy of Romania in Dublin (2021-2023)

This article analyzes elements of nation branding, i.e., cultural activities employed by the Embassy of Romania in Ireland in the recent context of the term of the current Romanian Ambassador (2021-2023). It will be proved that the Embassy operates between tradition and novelty, keeping already established connections in Ireland and forging new ones. Also, the formal institution representing Romania has been working with “informal ambassadors” (the diaspora, associations, churches, businesses, schools, art institutions, etc.) for the benefit of bilateral relations.

“Türkiye,” not “Turkey”

Abstract This paper critically examines the recent presidential memorandum that replaced the Anglicized exonymic version “Turkey” with the endonym “Türkiye” as a conscious, performative and public relations campaign at both national and international levels. On the surface, this change addresses populist sociolinguistic hypersensitivities surrounding the connotations of the term “turkey” while simultaneously harnessing the commodification and marketization of the Turkey brand through selective references culled from collective memory (i.e., past) and branding aimed at economic gains (i.e., future). However, at the deeper level, this transformation serves as a discursive political instrument and a top-down nation branding effort powered by substantial resources from the state and its institutions with an ultimate motivation to consolidate President Erdoğan’s political power and authority, elevate his status to that of a national leader and institutionalize his populist/nationalist yerli ve millî rhetoric from a de facto to de jure within Yeni Türkiye as a competitive authoritarian regime.

What is holding private label back in the United States and in emerging markets?

Private labels (PL), also known as store brands or private brands, account for hundreds of billions of dollars in consumer packaged goods sales every year. PLs build store loyalty, improve margins and have been a key factor in changing the balance of power between retailers and national brand (NB) manufacturers. Thus, retailers around the world have a stake in pushing their own store brands. Yet, while PLs enjoy great success in Western, and increasingly Central, Europe, their performance is much more muted in the world's largest market, the United States, and in emerging markets. Why is that the case? This thought piece provides a number of ideas, summarized in propositions that can be tested in future research.

Research on Cross-border Joint Marketing Strategy of National Brands Under the Background of "New National Trend"

In recent years, "new national trend" has become a unique phenomenon in China's consumer market. While "new national trend" has become the consumption fashion and aesthetic style of Chinese people, it has also become the focus and growth point of Chinese brands in the context of new consumer culture. This paper explores the impact of cross-border joint marketing strategies of national brands on consumers' purchasing behavior against the background of the "New National Wave". Through reviewing relevant literature and analyzing the current situation, it is found that the cross-border association of national brands has gained certain development. In addition, this paper adopts questionnaire research to study the consumers' purchase intention of cross-border joint national products. After comprehensive analysis, it puts forward the strategic suggestions of cross-border marketing of national product brands to provide ideas for promoting cross-border marketing of national product brands.

Dual Branding by National Brand Manufacturers: Drivers and Outcomes

This article is the first generalizable empirical analysis of dual branding, that is, the supply of private labels (PLs) by national brand (NB) manufacturers. The authors compile a unique data set combining the identity of PL suppliers in over 260 packaged goods categories with multiple years of scanner data in the Spanish grocery market to offer several contributions. First, they provide new descriptive insights on the prevalence of dual branding in categories where the manufacturer does and does not have NBs, the longevity of PL supply arrangements, and the differences in PL sourcing across retailers. Second, they integrate the literature on motivators and dissuaders of dual branding and test the impact of relevant manufacturer, retailer, and dyad characteristics on PL supply in NB and non-NB categories. The results reveal a more nuanced empirical reality than is evident from prior research regarding the role of multicategory scope, fighter brands, NB differentiation, and size and positioning of the retailer's PL. Third, they examine the outcomes of PL supply for the NBs of dual branders and find that starting (terminating) PL supply to a retailer significantly benefits (hurts) the relative distribution depth but not the relative share of the dual brander's NBs at that retailer.

Millennial perceptions of private label and national brand apparel

PurposeThis paper aims to use Q methodology to investigate Millennial perceptions toward private label or national brand apparel.Design/methodology/approachQ methodology was chosen to identify factors, which correspond to patterns of perceptions prevalent among Millennials. Participants were supplied with 14 statements that they sorted into two Q sorts – One representing perceptions of private label and the other representing perceptions of national brands. The Q sorts were completed through Qualtrics and participants answered open-ended questions on the placement of each statement within each Q sort.FindingsTwo factors emerged on private labels, highlighting patterns in price consciousness and uniqueness (acknowledged as patterns surrounding the desire for particular apparel characteristics). Three factors arose for national brand apparel, emphasizing the need for national brands to provide consumers with product security, quality and uniqueness (as identified through the unpreferred qualities national brands typically exhibit).Originality/valueThis study illustrates the various viewpoints retailers must consider when marketing apparel to a specific target demographic. In addition, a single perception (uniqueness) was found to connect motivations, which led to the development of a model for future inquiry.Research limitations/implicationsDespite complete Q sorts and qualitative statements, participants' unfamiliarity with Q methodology and the sorting action of statements could be considered a limitation. The use of MTurk is also considered a limitation owing to the anonymity and possible deception of the workforce.Practical implicationsPrivate label brand personality growth has many retailers expanding their brand portfolios. Based on the findings of this study, specific opportunities are highlighted for the expansion and marketing of private labels and brand labels based on specific perceptions of a broad Millennial cohort.

The Catalan Digital Republic: Between Nation Branding and Nation Building

ABSTRACT This article empirically studies the Catalan Digital Republic, that is the set of practises, narratives, institutions, and infrastructures mobilised by a stateless nation to reposition itself in the international arena. The article has a two-sided objective. First, to analyse how nation branding and nation building strategies intersect with digital technologies and technopolitical narratives. Second, to examine how stateless nations are making use of such technologies and strategies in order to find their way in the international arena. To satisfy these objectives we have empirically studied the case of Catalonia, a stateless nation which in the last years has developed an ambitious technopolitical strategy rebranding itself as the southern European technological hub. To do so we have relied on a triangular methodological strategy combining (1) critical discourse analysis; (2) in-depth interviews with high-profile actors coming from the political, academic, and civil society landscape, and (3) a thorough documentary analysis. The first part of the article explores the concept of digital nation and its relationship with the notion of nation branding. In the second part of the text, we present the methodology and the objectives. We continue the paper by outlining the results of the interviewing process and the critical analysis of the findings. The article concludes with a critical recapitulation of the research results.

How does blockchain technology implementation affect the supply chain members' strategic decisions under the factory encroachment?

PurposeContract Manufacturers (CM, factory) can cultivate factory brand products by imitating Original Equipment Manufacturers' (OEM, brand owner) National Brand products, and compete with OEM through the online retailer, that is, factory encroachment. In practice, few consumers can identify the quality of those two products in the online market. Implementing blockchain technology (BTI) can help all consumers identify product quality but may change the operation decisions and incur implementation costs. This study aims to explore how will the BTI strategies affect participants' operation performance under the factory encroachment and delve into the decisions regarding NB product quality and CM encroachment.Design/methodology/approachThis study constructs a three-level outsourcing supply chain comprising one contract manufacturer (CM, factory), one original equipment manufacturer (OEM) and one online retailer. By utilizing the Stackelberg game, the authors first compared the results between two strategic decisions of BTI and no-BTI by online retailers under the factory encroachment scenario. Then, the NB product quality decision and the CM's encroachment decision are also investigated.FindingsBTI strategy can benefit all participants (triple win), which both occurs in exogenous and endogenous quality cases, and the triple win area will expand (shrink) as the BTI cost decreases (increases). In addition, the OEM will improve product quality to confront competition from the CM, and the OEM may not always benefit from the BTI, it depends on the maturity of the market. Interestingly, BTI could improve the consumer surplus when the proportion of novice consumers is low. Finally, this study also investigates the extended case that CM always encroaches into the market whether the online retailer choose BTI or not, which hurts OEM's profit and decreases the product quality.Originality/valueThis study sheds light on the strategic decisions of online retailers' BTI regarding supply chain members' profits, consumer surplus and social welfare under factory encroachment. It also demonstrates that the BTI strategy, under different quality decisions (endogenous and exogenous), can be more profitable for chain members and consumers.

When “branding” meets “building:” the consequences of nation branding on identity in Kyrgyzstan and Estonia

ABSTRACT Despite the growing attention to the everyday, nation-building literature has paid insufficient attention to the ways in which national identity is strengthened as a side effect of measures that are not initially conceived of as nation-building activities. This article examines contemporary examples of such non-traditional processes of nation-building by reviewing the unintended consequences of political measures not directly targeting identity construction. We focus on processes of identity construction in Kyrgyzstan and Estonia that have emerged as a side effect of nation branding. In both cases, the primary goal of the national government was not necessarily to boost national identity but rather to re-brand the country for international audiences. We argue, however, that these efforts at external image projection and change have also influenced the ways in which national identities are understood, perceived, and reproduced by domestic populations.

The Impact of Private Label Introduction on Assortment, Prices, and Profits of Retailers*

We study how introducing private‐label brands (PLs) affects retail prices and profits, accounting for assortment adjustments of national brands (NBs). We employ an event‐study framework and scanner data on the US beef market. When a PL is added to the low‐priced market segment, we find that retail stores further differentiate NBs from the PL and remove same‐segment NBs. When a PL is added to the high‐priced segment, however, NB assortment changes are limited. PL introduction and PL‐driven NB assortment changes impose small price effects on NB, but strongly cannibalize NB demand and steer consumers toward PLs, likely increasing store profits.

Analysis on Antas Marketing Strategies in the 2022 Winter Olympics through Literature Analysis

In the 2022 Winter Olympic Games, Anta sports was seen everywhere. The shiny Chinese Red along with Antas logo on every single Chinese uniform, foreshadows Chinese players success and strengthens Antas brand identity as the Chinese national sports brand. This article focuses on Antas marketing strategies through a literature analysis of the 2022 Winter Olympics, which is the main factor in its success. This article analyzes Antas marketing strategies, including digitalization, brand identity, and technology. This article is formatted in the way of marketing strategies analysis along with their problems and suggestions. Anta successfully expanded its business in the 2022 Winter Olympics but still has areas of improvement in its marketing strategies. Anta Sports needs to improve its self-innovation by developing new technologies that improve production efficiency and product quality. Anta can also use AI technology and social media to optimize user profiles and recommendation algorithms in order to improve user stickiness.

Private brand introduction and selling mode decision when considering risk aversion

PurposeThis paper aims to study the interplay between a risk-averse national brand manufacturer's (NBM) selling mode decision and a risk-neutral e-platform's private brand (PB) introduction decision.Design/methodology/approachA game theory model is used to solve selling mode decision, that is whether transform the selling mode from the wholesale mode to the marketplace mode, and PB introduction decision, that is, whether introduce the PB.FindingsThe results show that for the NBM, under certain condition, the NBM's selling mode decision is not affected by the e-platform's PB introduction decision. High revenue-sharing rate is conducive only when the difference in consumer preference between the PB and the national brand (NB) is small. The NBM's risk aversion will improve the applicability of the marketplace mode. For the e-platform, high PB preference of consumers and risk-averse behavior of the NBM is not conducive to PB introduction. For the supply chain, scenarios that the NB monopolizes the market under the wholesale mode and PB introduction under the marketplace mode should be prevented. PB introduction under the wholesale mode will become the only equilibrium with the increase of risk aversion of the NBM. Finally, the authors extend the scenario that consumers prefer the PB and the e-platform is risk-averse enterprise and find that PB introduction under the wholesale mode is detrimental to the NBM but beneficial to the supply chain. The impact of consumers' PB preference on the e-platform's PB introduction is opposite to the basic model. The impact of the e-platform's risk aversion on game equilibrium is opposite to that of the NBM's risk aversion.Originality/valueThis paper is first to study selling mode decision and PB introduction decision when considering enterprises' risk-averse attitude.

Nation branding and feminist diplomacy after crisis: France’s response to SEA allegations in Central African Republic – ERRATUM

Nation branding and feminist diplomacy after crisis: France’s response to SEA allegations in Central African Republic – ERRATUM