Brand Revenue Research Articles

Analysis of National Wave Brand Value and New Consumer Class Loyalty Combined with the HIROSE Model

Abstract With the continuous development of China’s market economy and the gradual transformation of market competition to brand competition, the brand has an increasingly important role for enterprises. Based on the HIROSE model, this study constructs the M-HIROSE model, which is more suitable for the evaluation of the value of the National Tide brand by adjusting the brand revenue, brand expansion power, and period. To explore the relationship between the loyalty of the new consumer class and national brands, multiple regression is used for analysis. By empirically analyzing the basic financial data of China’s five national tide brand operators in the past three years, the results show that the ranking of the final brand value of the enterprises and the ranking order of the loyalty drivers are consistent, and the loyalty drivers basically determine the final brand value of the enterprises. The direct effect of new consumer class loyalty on the National Tide brand is significant (R2=0.235, p<0.001). This study, based on the M-HIROSE model of the National Tide brand value assessment, is feasible, and the new consumer class loyalty has a significant effect on the National Tide brand.

Marketing Strategy and Customer Engagement Analysis of Catering Brands – From Short Video Perspective

In recent years, with the popularity of short video platforms, more and more peo-ple tend to use short videos to share their lives. In the catering industry, many phenomenal pop videos created by many catering brands are continuously shared on the short video platform, which has brought about a doubling of brand reve-nue. In order to specifically explore the relationship between short videos and ca-tering marketing, in this paper, we first design a questionnaire and collected hun-dreds of samples. Then, based on the samples, we analyze the users’ preferences for catering brands and related short video attributes. We also analyze the correla-tion between user attributes, sharing behavior, and customer engagement. Finally, we establish a discriminant model, a machine learning method, to predict users’ sharing and visiting behaviors according to their attributes. The experimental re-sults show the effectiveness of our method.

Psychological pricing: Myth or reality? The impact of nine-ending prices on purchasing attitudes and brand revenue

Price is the variable through which the value proposition of brands is monetize, therefore, it is the driver that guarantees the sustainability and profitability of companies. Among different psychological pricing tactics that exist, prices ending in nine are the most accepted and used by practitioners as a strategy to penetrate markets; but this strategy should be carefully revised and applied as it is context dependent and has differential effects among categories and types of brands. Drawing on the importance of psychological pricing, the extended use of nine-ending prices and the identified need of a better understanding, this study validates the impact of such prices on the purchasing attitudes of consumers and the differentiated effect on revenue, among various brands and product categories, finding that this tactic significantly affects consumers' purchasing attitudes and brands’ revenue levels, but to a different extent, depending on the product category, the brand positioning and preference.

Research on Promotion and Application Strategy of Electric Equipment in Plateau Railway Tunnel Based on Evolutionary Game

Under China’s modern development concept, it is necessary to promote the application of electric equipment to improve the construction environment of high-altitude railway tunnels and to address the efficiency reduction in high-altitude construction of traditional fuel oil equipment. Based on the analysis of the development status of electric equipment for tunneling projects in China, a tripartite evolutionary game approach is used to establish the game payment matrix of the government, equipment manufacturers, and construction units. The impact of the relevant parameters on the tripartite strategy is investigated based on numerical simulations. It has been shown that in the early stages of popularization and application, the government should actively regulate and control, and in the later stages of popularization and application, the government should play a leading role in market mechanisms. Evolutionary stability strategies are affected by the brand revenue that manufacturers earn through technological innovation on electric equipment and the additional research and development costs that need to be paid. The conclusions of this study can help provide a reference for the promotion and application strategy of electric equipment in China’s plateau railway tunnels.

Digital Effect: Relationship between Brand Media Image and Company Performance

The primary trend of the ongoing digital transformation is the rapid socialization of the Internet. The crucial role in those processes is assigned to social networks. Integrating companies representing goods and services into social networks makes implementing a marketing strategy in a virtual environment urgent. Our literature review looked at the goals of a brand's social media presence and the expected benefits of that presence. Using a correlation-regression analysis, we have established the relationship between the media image of several global companies on social networks and the sales dynamics, value, and awareness of their brand. The hypotheses put forward were partially confirmed. However, the results showed no strong relationship between brand activity and brand audience in a social network and brand value and awareness. On the other hand, there wass a noticeable relationship between the size of the audience in a social network and the dynamics of the brand's revenue. Still, this influence turned out to be the opposite. Thus, the media image of a brand signifies the emergence of a kind of "digital effect" accompanied by concomitant phenomena of the relationship between the parameters of the audience size, revenue, value, and brand awareness. This constitutes the prospect of further research to clarify stable patterns.

Brand Digital Marketing under Intranet Security Control Based on the Machine Learning Classification Algorithm

With the advent of the information age, digital marketing models have begun to receive attention and to have applications in many industries. Although the digital marketing model has thus become a hot spot in the sales world, there is still not enough research on digital marketing. In order to optimize brand digital marketing under internal and external security control based on the machine learning classification algorithm, this paper uses fuzzy system theory to perform fuzzy analysis on various experimental data studied, convert it into a fuzzy set, obtain the fuzzy solution of the related function, establish related models of machine learning classification algorithms, and identify and collect relevant experimental data in an intelligent way, saving time for data collection. This paper collects the customer characteristics, customer sensitivity, brand promotion, and brand revenue of a brand within seven days; then uses the classification algorithm and collected data to predict and analyze the future data results; and uses the machine learning classification algorithm model formula to solve the correlation function. The final experimental results show that, in the digital marketing mode, network marketing brings 75% of the benefits to the brand, which is the highest among the four digital marketing models, and it has the best brand publicity level, 45%. At the same time, customers’ sensitivity to the brand reaches 50% under the network marketing model.

The use of blockchain in the luxury industry: supply chains and the traceability of goods

PurposeMost businesses strive to control the efficiency of their supply chains; however, luxury firms face additional challenges from counterfeit, gray market and copycat products. Blockchain technology can address these issues and enhance firms' supply chain management, guaranteeing the traceability and origin of luxury products. Therefore, this study aims to investigate the utility and contexts influencing the implementation of blockchain technology to optimize supply chain management and prevent fraud in the luxury industry.Design/methodology/approachThe research uses a qualitative approach based on the grounded theory method. Data are collected by semi-structured interviews with 12 stakeholders working on blockchain applications in the luxury business sector.FindingsHighlighting the problems faced by luxury brands' supply chains, this study presents blockchain technology as a solution for disintermediation, traceability and transparency in the luxury goods sector. The constraints faced by luxury brands incorporating this technology into their ecosystem include the knowledge gap, the multiplicity of third parties involved in the production process and bias toward short-term returns on investment.Originality/valueBlockchains promote greater transparency and efficiency within supply chains, which builds consumer trust and improves brand revenue. Considering luxury brands' reluctance to adopt blockchains, this study suggests that luxury firms adopt a staggered implementation of private blockchain networks starting with a small number of third-party suppliers.

Dynamics and peer effects of brand revenue in college sports

Team branding plays a key role in attracting corporate sponsorship for the multi-billion dollar business of college sports. In this paper, we study peer effects in the dynamic brand revenue evolution of major college sports teams that play in the same National Collegiate Athletic Association conferences. To examine the peer effects in each conference, we propose a new dynamic model that can identify conference-specific peer effects while capturing the dynamic evolution of brand revenue. Our model estimation results reveal significant positive peer effects in the six conferences — ACC, Big 12, Big East, Big Ten, SEC, and Pac-12 — where the brand revenue of teams benefit from other teams in the same conference. Our modeling approach also sheds light on the effect of a conference switch on a team's brand revenue by showing the difference between predicted brand revenue with a switch and the predicted brand revenue without a switch.

Dynamics and Peer Effects of Brand Revenue in College Sports

Branding plays a key role in attracting corporate sponsorship and raising revenue for the multi-billion dollar business of college sports. In this paper, we study the peer effects of brand performance in the dynamic revenue evolution of major college sports teams that play in the National Collegiate Athletic Association conferences. To examine the peer effects for each conference, we propose a novel model that can identify conference-specific peer effects in the setting of the dynamic evolution of brand revenue. Our estimation results reveal significant positive peer effects in four major conferences — Big 12, Big Ten, Southeast Conference, and Pacific-12 — indicating that teams benefit from playing in a conference with teams of strong brands. Our approach also sheds light on the effect of conference switches on a team’s brand revenue. By constructing the counterfactual brand revenue trajectory of not switching conferences for a switched team, we show the difference between the counterfactual trajectory and the actual brand revenue evolution after switch, which quantifies the effect of a conference switch. We also study the case where a team had considered but did not make a conference switch.

Securitization of brand names: Basic concepts and its use in practice

Today, the securitization industry is international in scope, large and rapidly growing, and the nature of it has changed to become largely intellectual property (IP) and future flow based. Brand securitization, one type of IP securitization, can be used to generate cash; however, today it can also be used to generate many other brand management options such as brand protection, risk minimization, assistance in collection of licensed-out brand revenue streams and others. We provide examples of how companies worldwide have begun to use brand securitization transactions for a variety of purposes. Our research showed that marketing educators and some marketing practitioners lack familiarization with the concept of brand securitization and its uses. The intent of this article is to promote a background on brand securitization, its basic concepts and its use in practice that may not be familiar to a general marketing audience. Our primary contribution is the discussion of the emerging use of brand valuations to elicit brand management options otherwise unavailable to firms.

Hotel Guest Satisfaction and Brand Performance

ABSTRACT The value and significance of guest satisfaction, brand management, and franchising in the hotel industry have been well documented and researched as independent topics. While previous research has suggested that franchising has an overall negative effect on hotel quality, it has rarely investigated the important links between hotel brand performance and guest satisfaction, and the role of brand franchising strategy in the relationship between hotel brand performance and guest satisfaction. This study examines the relationships among guest satisfaction, revenue performance and growth, and franchising strategy at the hotel brand level. Results indicate that guest satisfaction is a key to brand growth, while the positive effect of guest satisfaction on brand revenue performance is moderated by the extent of franchising within each brand.

Barriers to entry, brand advertising, and generic entry in the US pharmaceutical industry

This paper examines the entry decisions of generic pharmaceutical manufacturers into markets opened by patent expiration. In particular, I examine the role of pre-expiration brand advertising to see if it deters generic entry. Other drug characteristics affect the number of entrants; the most important of these is pre-expiration brand revenue. Drugs that treat chronic conditions and drugs that are oral solids attract more entry. The previous literature has assumed advertising is exogenous to the entry decision when analyzing the role of advertising. The results under this hypothesis indicate that brands may affect generic entry very slightly by advertising before patent expiration, but two opposing effects render the result nearly insignificant. When instrumented, the coefficient on advertising is completely insignificant. I conclude that brand advertising is not a barrier to entry by generic firms into the US pharmaceutical market.