Brand Owners Research Articles

Unpacking the complexity of the UK plastic packaging value chain: A stakeholder perspective

The pace to achieving a sustainable plastics economy remains noticeably slow. This could be due to a lack of understanding of the role and importance of stakeholder dynamics in the plastic packaging system. Therefore, this study aims to unpack and assess the role of stakeholders in improving the plastics recycling rate and circularity in the UK, using polyethylene terephthalate (PET) drinks bottles value chain as a case study. Via the theoretical lens of stakeholder theory the study identifies and groups the stakeholders in the PET drinks bottles value chain, and tries to make sense of, and analyse, their complex interactions via the use of the Complex Value Optimisation for Resource Recovery (CVORR) systems thinking approach. This integrated approach reveals, that even though external stakeholders (e.g. NGOs, trade associations) engage with internal stakeholders (e.g. suppliers, consumers, investors), and vice versa, at different levels and scales in promoting the circularity in the PET drink bottles value chain, there is a strong drive in incentivising the production and consumption processes. This is driven by the significant lobbying power of internal stakeholders operating upstream of the PET bottles value chain (i.e. producers and brand owners), that is supported by financial institutions, and which, strongly influences national and local government policies and decision-making processes. Meanwhile, the waste management processes are short-sighted, being unable to gain improved momentum and increase the PET bottles recycling rates. This dynamic conceals, and somewhat retains, the prevailing resistance in removing the infrastructural, regulatory and technological lock-ins. A collaboration between internal and external stakeholders is paramount to sustainably managing PET drinks bottles in the UK and achieving a transition to a sustainable circular plastics economy. Creating a level playing field and fostering a closer collaboration between all stakeholders involved in the system can aid the development of new value networks, and support new policy interventions that can improve circularity in the plastic packaging sector.

VOID opens first R&D and compound manufacturing facility

On March 8, 2022, VOID Technologies, a materials science company, has officially opened its first US-based, plastic reduction research labs and compound manufacturing facility intended to help packaging manufacturers and brand owners transition to more sustainable plastics and packaging.

KETENTUAN HUKUM MEREK WELLKNOWN MARK DALAM PEMBERLIAN MELALUI ONLINE

Information technology related to online business transactions is growing very rapidly. Business actors and consumers, both in urban centers and in areas, use information technology to shop or transact, including transactions for goods labeled with Well Known Marks (Famous Brands) that are protected by Trademark Law, which are traded through online system facilities. In online transactions related to well-known brand products, there are still violations that are detrimental to the brand owner. In connection with this, it is important to conduct socialization to the community, including teenagers who are also very potential consumers of branded goods that are traded through the internet. Nationally, Well Known Marks in Indonesia are regulated based on Article 4 and Article 6 of Law no. 20 of 2016 concerning Brands. Meanwhile at the international level the provisions governing Famous Marks are through the provisions of Article 6bis of the Paris Convention and Article 16 (2) of the TRIPs Agreement. Online business transactions in Indonesia are regulated by Law no. 11 of 2008 concerning Information and Electronic Transactions. In connection with the rapid development of transaction practices for well-known branded goods through the online system, for the sake of legal protection for both well-known brand owners and consumers, especially teenagers who tend to be adaptive to changes in new trends, it is important to understand the legal provisions, both trademark law and trademark law. information technology law as regulated in UU No. 20 of 2016 and the U.U. No. 11 of 2008 and PP No. 71 Year 2019

How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia

The success of superhero movies creates the superhero characters as the brand itself, which generates interest for other brands to collaborate by licensing businesses. However, the licensing business faces the challenge of convincing potential partners to use this character to grow the local brand. On another side, local brands keep looking for the advantage to leverage their business. This research aims to analyze the link the consumption value of the superhero characters to the memorable experience of superhero characters used on products and analyze how the conjunction of this experience with the host brand attitude could shape the brand alliance attitude in consumer perspectives. Furthermore, how this brand alliance could drive the willingness to pay more (WTPM) and the positive electronic word of mouth (eWOM) is assessed. This research was conducted using the Partial Least Square-Structural Equation Modelling (PLS-SEM). The findings show that the brand alliance shaped from superhero characters with local brands as host brands has a significant impact on consumer willingness to pay more (WTPM) and eWOM. This study provides managerial implications for both business licensor management and local brand owners, and suggestions for future studies as well.

A New Wave of Industrialization of PHA Biopolyesters.

The ever-increasing use of plastics, their fossil origin, and especially their persistence in nature have started a wave of new innovations in materials that are renewable, offer the functionalities of plastics, and are biodegradable. One such class of biopolymers, polyhydroxyalkanoates (PHAs), are biosynthesized by numerous microorganisms through the conversion of carbon-rich renewable resources. PHA homo- and heteropolyesters are intracellular products of secondary microbial metabolism. When isolated from microbial biomass, PHA biopolymers mimic the functionalities of many of the top-selling plastics of petrochemical origin, but biodegrade in soil, freshwater, and marine environments, and are both industrial- and home-compostable. Only a handful of PHA biopolymers have been studied in-depth, and five of these reliably match the desired material properties of established fossil plastics. Realizing the positive attributes of PHA biopolymers, several established chemical companies and numerous start-ups, brand owners, and converters have begun to produce and use PHA in a variety of industrial and consumer applications, in what can be described as the emergence of the “PHA industry”. While this positive industrial and commercial relevance of PHA can hardly be described as the first wave in its commercial development, it is nonetheless a very serious one with over 25 companies and start-ups and 30+ brand owners announcing partnerships in PHA production and use. The combined product portfolio of the producing companies is restricted to five types of PHA, namely poly(3-hydroxybutyrate), poly(4-hydroxybutyrate), poly(3-hydroxybutyrate-co-3-hydroxyvalerate), poly(3-hydroxybutyrate-co-4-hydroxybutyrate), and poly(3-hydroxybutyrate-co-3-hydroxyhexanoate), even though PHAs as a class of polymers offer the potential to generate almost limitless combinations of polymers beneficial to humankind. To date, by varying the co-monomer type and content in these PHA biopolymers, their properties emulate those of the seven top-selling fossil plastics, representing 230 million t of annual plastics production. Capacity expansions of 1.5 million t over the next 5 years have been announced. Policymakers worldwide have taken notice and are encouraging industry to adopt biodegradable and compostable material solutions. This wave of commercialization of PHAs in single-use and in durable applications holds the potential to make the decisive quantum leap in reducing plastic pollution, the depletion of fossil resources, and the emission of greenhouse gases and thus fighting climate change. This review presents setbacks and success stories of the past 40 years and the current commercialization wave of PHA biopolymers, their properties, and their fields of application.

The Last Breakfast with Aunt Jemima and Its Impact on Trademark Theory

The generally-accepted law and economics theory of trademarks fails to explain why a brand owner would ever walk away from a trademark that generates financially lucrative returns. In 2020, that is exactly what happened again and again as brand owners pledged to abandon racially explicit marks in the weeks following George Floyd’s murder. As citizens became more attuned to the experiences of those depicted in racial marks, the owners of Aunt Jemima, Uncle Ben’s, the Cleveland Indians, the Redskins, the Dixie Chicks, Lady Antebellum and others announced these brands’ days were numbered. By evoking racist stereotypes, they became a moral liability. They could not be authentically unifying if they promoted values inconsistent with contemporary notions of equality and anti-racism. This Article situates the adoption of racially explicit brands in a historic context and explores the reactions of the targeted communities. It then explains why multiple legal challenges to these federal trademark registrations failed. The traditional law and economics paradigm used to justify and explain trademark law does not account for strategic trademark decisions driven by values and expressive community connections. While law and economics captures the essential message a symbol must communicate to function as a mark, it neglects to explain why some marks fail or, in spite of spectacular success, may be abandoned. When a theory cannot account for what is happening in practice, it is time to reach for new tools to help explain the significant role trademarks play in reflecting and leading cultural dynamics. 
 The consumer investment framework is ideally suited to fill this theoretical gap. It accounts for expressive and value driven decision making. It embraces the many ways we engage with marks apart from the point of purchase. In addition to purchasing trademarked products, people invest trademarks with time, meaning, and money. Open dialogue between brand managers, influencers, and fans facilitates connections through shared values. By accounting for brand meaning, communities, and values, the consumer investment theory provides a better framework for understanding the abandonment of racist imagery in a way that traditional law and economics cannot. Where law and economics fails to function as an explanatory paradigm, the consumer investment model provides a theoretical framework for understanding how trademarks function if they are to succeed and what qualities make them resilient enough to remain resonant in a constantly changing cultural environment.

Branding governance in international recurring sports events: the World Rugby ‘Sevens’ Series

ABSTRACT Research question In response to calls for additional research on strategic brand management in sports, we examine brand governance practices in the novel and under-researched context of the World Rugby Sevens Series. In doing so, we expand the discourse on rugby in the twenty-first century and provide fresh insights concerning brand governance practices in an international recurring sporting event. Research methods Our qualitative case study design utilises in-depth interviews with eight rugby senior executives representing World Rugby and seven rugby unions. Using the constant comparison technique and reflexive thematic analysis, we identify 10 key themes to illustrate brand governance as it relates to the World Rugby Sevens Series. Results and findings The first three themes, which serve as a prelude to a deeper exposition of brand governance practices depict the World Rugby Sevens Series as a distinct, co-created sportainment brand, headlined by rugby matches as the primary consumption object. Fostering beneficial exchanges with brand partners, developing strong collaborative ties with host cities and venues, commitment to athlete welfare, adoption of scripted brand enhancing initiatives, championing brand co-creation, activating social media use, and providing a 360-degree feedback loop are the brand governance practices on which the World Rugby Sevens Series is built. Implications We depict branding from the brand owner’s perspective and underline how the World Rugby Sevens Series incorporates global partners, local sponsors, rugby unions, host cities and venues, athletes, and fans in brand governance practices.

How Can Our Tweets Go Viral? Point-Process Modelling of Brand Content

People create and share content via online social networks, which provide an unparalleled opportunity for brands to gain visibility, promote products or services and drive revenue growth. Much research has focused on why, how, or what social content is popular, trending and “hype”. One central challenge is to forecast the spread (cascades) of information that leads to the popularity of content throughout a social network. Online content tends to have bursts and spikes, experiencing a different cascading pattern depending on the viral propagation. In this paper, we propose and test a flexible framework capable of modelling such patterns and trends. We take temporal and network perspectives and develop a model based on the multivariate Hawkes processes that account for social behaviour and network elements such as follower counts, and activity variation observed in collective re-sharing behaviour. We focus on Twitter as the most widely used micro-blogging online social network and measure the popularity of a brand's tweet by analysing the time-series path of three types of subsequent activities (retweets (RTs), replies (REs) and likes (LKs)). The specific model that we propose in this paper is the multidimensional epidemic-type aftershock sequence (METAS) model, a particular case of the multivariate Hawkes process. It consists of a power-law relaxation governing the timing of activities. It also includes an exponential boost as a reinforcement mechanism for the response amplitude to model the impact of influential users on their followers. Earlier attempts to model online cascades have treated all online responses as one type of activity. Rather than aggregating all the activities into one stream, and therefore, ignoring exciting effects among different types of activities, we incorporate the activity variation into the predictive models of content popularity, explicitly accounting for such excitation effects. We develop epidemic-type mutually exciting Hawkes point processes models to quantify such effects and to predict more accurately the number of follow-up activities (i.e., RTs, REs and LKs) on a brand tweet after it is posted. Our results suggest that the proposed model outperforms the state-of-the-art models in terms of prediction accuracy, as it is able to account for mutual excitations and cross-interactions between sequences of users’ activities from one type to another. These results are relevant for developing and executing a plan for online activities by the brand owners.

Multistate outbreak of Salmonella Mbandaka infections linked to sweetened puffed wheat cereal - United States, 2018.

In May of 2018, PulseNet, the national molecular subtyping network for enteric pathogens, detected a multistate cluster of illnesses caused by an uncommon molecular subtype of Salmonella serovar Mbandaka. A case was defined as an illness in a person infected with the outbreak strain of Salmonella Mbandaka with illness onset on or after 3 March 2018 and before 1 September 2018. One-hundred thirty-six cases from 36 states were identified; 35 hospitalisations and no deaths were reported. Ill people ranged in age from <1 year to 95 years (median: 57 years). When standardised questionnaires did not generate a strong hypothesis, opened-ended interviews were performed. Sixty-three of 84 (75%) ultimately reported consuming or possibly consuming a specific sweetened puffed wheat cereal in the week before illness onset. Environmental sampling performed at the cereal manufacturing facility yielded the outbreak strain. The outbreak strain was also isolated from open cereal samples from ill people's homes and from a sealed retail sample. Due to these findings, the brand owner of the product issued a voluntary recall of the cereal on 14 June 2018. Additional investigation of the manufacturing facility identified persistent environmental contamination with Salmonella Mbandaka that was closely genetically related to other isolates in the outbreak. This investigation highlights the ability of Salmonella to survive in low-moisture environments, and the potential for prolonged outbreaks linked to products with long shelf lives and large distribution areas.

“Plastic waste free” – A new circular model for the management of plastic packaging in food value chain

Plastic packaging has a fundamental role in preserve quality and safety of food, increasing its shelf-life and reducing food waste. However, its current linear management is not sustainable and an urgent transition to an effective circular economy is needed, according to newest EU action plan for the Circular Economy (COM/2020/98 final). Despite plastic packaging has unrivalled technical features for food applications and low cost, the great number of polymer types and the various applications in several sectors make plastic recycling very difficult. The efforts to collect, sort and treat plastic from household waste are not justified (economically and technically) by the recycled plastics, that often are used for down-cycling applications. Among plastic materials, PET (polyethylene terephthalate) has become the most promising packaging resource for food products due to its excellent features, such as high clarity and good barrier properties towards moisture and oxygen, and also for its high potential for reuse after recycling process also for food contact applications. PET trays are widespread in food packaging applications, as they preserve and keep food fresh longer. They contain almost 50% rPET, but they are typically separated from the recycling flow since it is difficult to use them for a third life. The consequence is a great loss of PET tray value after food consumption phase. With the aim to recover the value of PET trays, a new model for the management of plastic packaging in food supply chain, based on the concepts of circular economy, has been designed and implemented in a pilot project in Italy (“Plastic Waste Free”). This paper describes the three pillars of the new model and how they have been implemented in practice: (i) the re-thinking of trays to promote recycling process; (ii) the improvement in collection, sort and recycling of PET trays and (iii) the enlarging of applications for rPET with any down grade. In particular, an integrated value chain, that comprises packaging manufacturer, food brand owners, retailer, consumers and recycler, was established to re-design plastic packaging, following a life-cycle thinking approach. This novel model can really contribute to the achievement of the target for plastic recycling (55%), set by the European Strategy for plastics in 2030.

Research on the Application of Big Data Analytics in Corporate Marketing

The current brand social marketing generally fall into a "brand owner self-important" misunderstanding, which is clearly contrary to the "Social" connotation of social marketing, and Social marketing without "user participation" isn’t really "social".Considering the close connection between user participation and social marketing, the paper tries to analyze the user participation of brand social marketing based on the perspective of paths and values,By answering the questions of "user participation is the core content of brand social marketing", "the user participation pathes in brand social marketing" and "the user participation values in brand social marketing", we will promote brand social marketing to truly realize "user home field".

Three Themes for the Future of Brands in a Changing Consumer Marketplace

Abstract The purpose of our conceptual introduction is to theorize how brands will continue to be relevant in the future marketplace. We identify three themes that emerge in this special issue that offer intriguing directions for future exploration and managerial action. The first theme is that because of brands’ pervasiveness, consumers have developed a meta concept of “brands” that shapes how consumers think about the market, themselves, and others. While marketers consider the power of a particular brand as a valued consumer resource, this theme speaks to the power of “brands” as a category. The second theme contributes to a growing conversation highlighting consumer agency in relation to brands. Consumers manage their relationships with brands; selectively draw on media to create their own brand narratives; and can even upend the “rules” of brand management. The final theme is that brand owners must balance continuity and change, recognizing that brand contestation and cultural change are both inevitable. Brands need to actively consider the sometimes polarized, contesting and agentic voices of consumers and other actors, finding ways to positively influence firm and societal outcomes. We hope this special issue spurs continued new research to imagine future complex dynamics of consumers and brands.

Results of public assessment of influence factors on the formation of the brand of the institution of higher education in the pharmaceutical direction

The aim of the article is to study the attitude of target audiences to the brand of a higher education institution, taking into account the specifics of the educational services provided to them and the specifics of the educational services market.&#x0D; Methods of the research: theoretical (analysis and synthesis of scientific literature and normative sources, generalization, analytical, comparative and logical), empirical (descriptions, comparison, questionnaires, mathematical and statistical).&#x0D; Materials: questionnaires of respondents, which were applicants, students, alumni and employees of NUPh.&#x0D; Results of the research. According to students, the most significant factors are positive reviews about HEI (14 % of respondents), the quality of educational services and the involvement of well-known scientists and practitioners (12 % each), the presence of scientific schools, traditions and the active participation of the institution in public life (11 % each factor). For applicants, an important place is occupied by the state status of a higher education institution, positive reviews about it and high quality of educational services (13 % for each factor). The advantages that graduates of the prestigious HEI have after graduation are a high level of theoretical knowledge (89 % of respondents) and practical skills (85 %), a high level of competitiveness in the labor market (81 %). Among the main directions for the development and improvement of the educational brand, the interviewed NUPh employees noted the constant improvement of the quality of educational services (91 % of the respondents), the intensification of international cooperation (86 %), the active involvement of practitioners and scientists in the scientific, volunteer and cultural life of the institution (79 %).&#x0D; Conclusions. It has been proven that an important component of the brand of a higher education institution is an educational service; image of educational services; the benefits to be provided by the brand owner to consumers of educational services. The most significant factors of popularity and positive attitude towards NUPh and the advantages received by graduates after graduation have been established. A conclusion was made about the high level of corporate culture in HEI, the important elements of which are the presence of the NUPh development strategy, the introduction of effective management technologies and the creation of conditions for the self-realization of employees

Antecedents and Consequences of Consumer Hope for the Brand of Hydroderm with the Moderating Role of Brand Charisma

With the expansion of different brands in similar classes of products and the close competition of brand owners in attracting and retaining more customers, the production of ethical brands that are subject to ethical principles in all stages of the process of supply, production, presentation, and sale of products has become one of the most important factors in creating superiority and brand differentiation in expanding customer communication and interaction with the brand. Given the importance of the role of brand ethical value in establishing effective customer relationships with the brand, this study aimed at investigating the predictions and consequences of consumer hope for the brand of Hydroderm with the role of brand charisma. The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study included 327 consumers of Hydroderm cosmetics brands; they were selected using the available sampling method. Information was collected using a Likert-point questionnaire, and data analysis was performed by structural equation modelling. The findings showed that the perceived ethical value of the brand on the obsessive brand passion and harmonious brand passion on consumer hope for the brand had a positive and significant effect. Moreover, obsessive brand passion did not have a significant effect on consumer hope for the brand. In addition, brand charisma mediated the effect of the perceived ethical value of the brand on the harmonious brand passion and obsessive brand passion. Finally, a positive and significant effect was found between consumer hope for brand and brand-customer interaction. Implications for Central European audience: Since most Central European countries seek to use the social media space to introduce and sell their brands to all parts of the world, including Asian countries, identifying and understanding how the perceived ethical value of the brand affects consumers interaction of with the brand can be a good practical guide to improve their activities with Asian countries that are subject to Islamic and ethical values. The recommendations obtained from the results show that the behavioural, personality, operational values of the brand as well as its responsibility can increase customers&#8217; desire for the brand and maintain their interactive relationship by giving the consumer hope for the brand.

Improved solutions for shared value creation and maximization from used clothes: Streamlined structure of clothing consumption system and a framework of closed loop hybrid business model

Underutilization, downcycling, and landfilling of clothes and their material remain challenging problems of the current clothing consumption system (CCS). Past research and the stakeholders of CCS recognize the circular economy as a solution. However, a review of CCS's existing structure, past research, and publicly available information on its industry practices and solutions reflect potential oversight and partial adoption of the circular economy and the unintended loss of value and market share for brands. Our investigation shows that around two-thirds of sample three hundred brands and brand owners do not engage in value maximization activities from used clothes. Furthermore, only four percent of the sample engages in upcycling, and it remains a niche activity as the availability of similar used clothes remains a primary barrier in scaling it up. This analytical investigation proposes an explicit CCS structure. It supports it with a customizable framework of a closed-loop hybrid business model (CLHBM) as an improved solution to scale up and accelerate reuse, upcycling, and recycling of used clothes. It uses a hypothetical example and stylized model to illustrates the potential of CLHBM-approach to generate higher margins and increase the economic pie for brands while reducing the virgin material pie and increasing the product and material life compared to business-as-usual-approach. The paper concludes with a discussion and recommendations for proposed solutions' successful implementation.

Brand Bidding Restraints Revisited: What Is the Appropriate Economic and Legal Framework for the Antitrust Analysis of Vertical Online Search Advertising Restraints?

This article explores the law and economics of brand bidding restraints which constitute the most novel type of vertical restraints imposed by brand owners on their distributors in digital markets. The article tests and critically reflects on the restrictive approach European competition watchdogs have recently adopted towards these brand bidding restraints. It contends that this harsh antitrust treatment of brand bidding restraints is not sufficiently grounded in the economic analysis of vertical restraints. In proposing a comprehensive framework for the legal and economic analysis of brand bidding restraints, the article makes three principal contributions. First, it asserts that brand bidding restraints can have a number of procompetitive effects by internalizing advertising-related externalities, addressing free-riding on display and traditional advertising and facilitating fixed cost recovery through price discrimination. Second, the paper considers different ways through which brand bidding restraints may harm competition and consumer welfare when they disproportionately affect infra-marginal consumers, prevent meaningful intra- and inter-brand comparisons or result in price discrimination on the basis of search costs rather than brand preferences. Moreover, brand bidding restraints are of particular concern when adopted in the context of dual distribution systems where vertically integrated brand owners have an incentive to raise their retailers’ costs to prevent them from cannibalizing on their own sales channel. Third, the article explore various filters that may inform an effects-based analysis of brand bidding restraints. In this respect, the article makes a number of policy recommendations for the future antitrust analysis of brand bidding restraints. These proposals could also inform the ongoing revision of the Vertical Block Exemption Regulation (VBER) and Vertical Guidelines in the EU and in the UK. brand bidding restraints, vertical online search advertising restraints, digital vertical restraints, e-commerce sector inquiry, B2-98/11 Asics, Case COMP/AT.40428 Guess, vertical restraints, Vertical Guidelines, Vertical Block Exemption Regulation

Integration of Fictional Archaeological Artistic Styles and Modern Brand Design: Artist Daniel Arsham’s Work

At present, with the rapid development of the global economy and improvement of people’s life quality, demands for products are not only limited to the pursuit of practical functions. Instead, people also pursue certain ornamental values besides practical functions. Individualization also becomes an indispensable part. People’s sight enjoying demands cannot be satisfied by many conventional designs anymore. People start paying attention to the uniqueness of products. To this end, brand owners should help enhance the uniqueness of brand product design by some external resources, so as to attract more consumers. Each artist has their own typical artistic style and features. By cooperating with brands, they can bring unique artistic styles to products as well as artistic elements to improve the brand image. Therefore, more and more brands have extracted different artistic elements of artists and embody them in product design in recent years. Integration of these elements and brand design has brought great artistic effects, and the creative and innovative products motivate people’s purchase intention. In the essay, with an introduction to an American modern artist Daniel Arsham and his artistic style, namely fictional archaeological artistic style, the era background of cooperation between art and modern brands as well as their mutual integration forms are described. In the end, the research focuses on how Daniel combined fictional archaeological artistic style with different modern brands in the design and how he added modern technologies to diversify product forms.

Quantifying economic activity in the informal recycling sector in South Africa

Informal waste reclaimers are a key part of South Africa’s recycling economy, being responsible for around 51% of all paper and packaging waste collected in South Africa in 2017. Active in the waste and recycling landscape for more than three decades, their activity predates the earliest voluntary paper and packaging Extended Producer Responsibility schemes. However, these voluntary schemes have been instrumental in scaling South Africa’s recycling economy. Investment by brand owners, retailers, converters and recyclers has helped develop local end-use markets, creating a demand for paper and packaging recyclables and a resultant increase in their collection. An analysis of tonnage and price data shows that the mean estimate of money paid by the private sector to the informal waste sector through the purchase of recyclables at intermediaries such as buy-back centres, was ZAR625 million in 2012, increasing to ZAR872 million in 2017. This private sector ‘investment’ in the local recycling economy has led to direct and indirect job creation and improved livelihoods, particularly for a large, well-established and effective informal waste sector, and has indirectly funded municipal waste diversion strategies, saving municipalities in both the collection and disposal of waste. Significance: Informal waste reclaimers make a significant contribution to the diversion of paper and packaging recyclables from landfill to recycling in South Africa. Limited information exists on the earnings of informal reclaimers. This paper provides new insights on the annual financial payments made by the private sector to informal reclaimers for the collection of recyclables.

INFLUENTIAL POTENTIAL OF RECEIVING "ARGUMENT TO AUTHORITY" IN ADVERTISING DISCOURSE

The article is devoted to advertising discourse, which uses the "argument to authority" as a powerful influential technique. The purpose of our article is to find out the influential potential of accepting the "argument for authority" in advertising discourse. The purpose involves the following tasks: to consider the essence of the concept of "argument to authority", to identify the influential features of "argument to authority", to clarify the mechanism of action of "argument to authority", to identify varieties of "argument to authority", to propose a classification authority ».The object of research is the influential load of advertising discourse, the subject - the influential potential of receiving the "argument to authority" in advertising discourse. The mechanism of the principle of action of the designated reception is developed, its influence of a sign is edited, in particular automaticity of reaction in a certain way to the information submitted by "authoritative" persons. Varieties of "argument of authority" are revealed: personalities and symbols of "authority". The classification of varieties of "argument to authority" is offered, where there are two blocks with the corresponding varieties: personalities ("stars", experts, consumers) and symbols of "authority" (brand owner, clothes, attributes and terms). The advantages of receiving an "argument to authority" is that to start the singer's program desire to imitate the leader, which deprives the educational consumer of complex mental operations in the decision-making process to acquire a singer or service. The recommendations of the "authorities" are not subject to criticism, are taken for granted, no doubt, to give authoritative advertising work the fastest. We see a promising study in the further study of the actualization of the motives of prestige and elitism, to be realized in commercial advertising discourse using the technique of "argument to authority".

PENINGKATAN BRAND AWARENESS PRODUSEN SUSU SAPI DENGAN STRATEGI DESAIN

The result of dairy farms is so abundant, but dairy farmers are threatened to go bankrupt because the price of fresh milk sold to the industry has been low, but the price of livestock feed is very high. It is an obstacle in doing business processed dairy cow milk. The study aims to formulate a design strategy on cow's milk manufacturers. This study uses qualitative and quantitative approaches. Collection of primary data using observations, questionnaires with purposive non-random sampling who consume cow's milk in Kuningan Regency and structured interviews with brand owner. Secondary data collection was conducted through printed and digital library studies. Data analysis used several management instruments as well as the theory of design strategy process. This study describes the results of a design strategy and its implementation in design media. The results show that the planning of corporate identity and various visual media can build brand identity to create brand awareness in target audience. Another thing to do is to create a brand portfolio of various product lines. It is expected by creating brand awareness, firms can increase their revenue.&#x0D; Keywords: brand awareness, brand identity, media, design strategy, visuals&#x0D;