Successful Brand Research Articles

Creativity, Fashion, Art and Marketing: The Case of the Miu Miu Brand in the Construction of the Discourse of Contemporary Fashion Brands

This scientific article analyses the link between creativity, fashion, art, and marketing in the construction of the discourse of contemporary fashion brands, with an emphasis on the influence and contributions of the Miu Miu brand. The integration of these areas - art, fashion, photography, film, technology, and design - enables them to exchange and collaborate, diluting borders and expanding horizons. One of the great challenges of this alliance is finding a balance between creative innovation and what the consumer is looking for. Through a literature review and in-depth analysis of a case study, the challenges, and advantages of this strategy in the context of the fashion industry are investigated. The research reveals that the association of creativity, fashion, art, and marketing offers brands the opportunity to differentiate themselves in the market, allowing them to express their identity authentically and create visual impact as well as notoriety. This link also allows them to create unique experiences for consumers and establish lasting emotional connections. On the other hand, however, challenges are identified, such as finding a balance between creative innovation and what the consumer is looking for. In the light of the Miu Miu brand’s journey, this research highlights the importance of bringing together fashion, arts and marketing professionals and academics, providing relevant information on how to use creativity and art as optimised tools for building successful contemporary fashion brands.

Enhancing Malaysia’s Halal Brand Identity: Insights and Strategies for Sustainable Global Halal Hub

Halal branding has become an essential strategy for businesses to cater to the needs of Muslim consumers and tap into a rapidly growing market. Malaysia has positioned itself as a global halal hub, attracting Organisation of Islamic Cooperation (OIC) food manufacturers and becoming a trusted source of halal products and services. However, developing a distinct Malaysia’s halal brand identity remains a challenge. This article explores the importance of developing a strong halal brand identity for the sustainability of Malaysia as a global halal hub. The study conducted in-depth interviews with eight identified respondents who were either chief executive officers, presidents of participating companies, or partners and directors of various government agencies at local and international branches. The study discusses successful halal brand identity campaigns undertaken by major global and regional brands, focusing on promoting halal values, ethical practices, and the benefits of halal products. To develop a strong halal brand identity, comprehensive marketing and communication strategies are recommended, utilising the effects theory to craft effective digital marketing strategies that resonate with Muslim consumers and promote ethical consumption.

The role of market research in pack redesign performance

The visual design of consumer packaged products is crucial for brand success, as consumers learn to recognise pack styles and look for these in buying situations. Therefore, any pack redesign is risky, as the change could interfere with consumers’ ability to find and buy the brand. Market research is often undertaken to reduce the risk of poor pack redesign decisions. Many different approaches are available, meaning marketers must select an appropriate method to increase the chance of pack redesign success. As such, our paper investigates the role of market research in packaging redesign performance. We examine data collected via an online survey with 227 marketers who were asked questions about the last pack redesign they were involved with within the previous two years. The findings challenge the assumption that conducting pack redesign research will boost its success. Notably, commonly used methods and metrics, such as focus groups or brand attitudes, are associated with less successful outcomes. In contrast, testing that identifies and suggests elements to retain in an existing pack design, that consumers link with the brand proves promising, as it is linked to more successful pack redesigns.

Research on the Joint Crossover Marketing of Traditional Liquor Moutai and Modern Brand Luckin

This study delves into the innovative cross-border cooperation model between Moutai, a venerable liquor manufacturer with a storied history in China, and Luckin, a dynamic and rapidly expanding coffee chain. By examining their market positioning, consumer preferences, and brand values, the research aims to propose novel collaborative initiatives that can benefit both brands. The empirical findings suggest that this partnership holds significant potential for complementary market advantages, thereby enhancing the brand influence of each entity. Moutai, known for its traditional craftsmanship and premium quality, brings a rich heritage and strong brand loyalty to the table. On the other hand, Luckin, with its modern, tech-driven approach and widespread consumer base, introduces a fresh and innovative edge. The synergy between these two distinct brands can lead to unique product offerings and marketing strategies that appeal to a broader audience. The conclusion of this study not only offers strategic insights for the joint ventures of Moutai and Luckin but also serves as a valuable reference for other enterprises exploring cross-industry collaborations. By leveraging their respective strengths, Moutai and Luckin can create a powerful alliance that not only boosts their individual market presence but also sets a precedent for successful brand partnerships in the ever-evolving marketplace.

Research on the Relationship Between Cross-Cultural Marketing and Brand Recognition and Loyalty

This paper explores the critical role of cross-cultural countermeasures in international marketing, focusing on the factors that influence the growth of enterprises in diverse cultural contexts and the operational challenges they face. As globalization deepens and the economic and cultural ties between nations become increasingly close, the need for culturally sensitive marketing strategies has never been more crucial. The study investigates how multinational companies, particularly through the case of McDonald’s, successfully navigate the complexities of cross-cultural marketing to enhance brand recognition and customer loyalty. Utilizing a mixed-methods research approach, including both quantitative data analysis and qualitative case studies, the paper examines the impact of localized marketing strategies on brand awareness and consumer behavior in different markets. The findings highlight the importance of adapting marketing strategies to the cultural context of each target market, emphasizing product localization, cultural adaptation in advertising, and leveraging local insights. The research concludes that culturally sensitive marketing strategies significantly contribute to global brand success and customer loyalty, offering practical recommendations for firms aiming to strengthen their global market presence.

Impact of first impressions on female consumer behavior and adapting sales psychology in the automotive industry in semi-urban Vijayawada, India

Owing to the immense population of India (approximately 1,428,627,663) and the high drive towards advancing transportation, India has become a hot spot for the automobile industry to prove itself and witness extreme growth. This growth is fueled by the high profitability of customers, distributors, and consumers in their target market, attracting globally successful brands like Hyundai, Kia, and Toyota (Das, 2021). In the United States, women buy 62% of all new cars sold and influence more than 85% of all car purchases. Interestingly, in India, a report by Spinny indicates that 80% of passenger-car buying decisions are taken by women in the family. Additionally, 46% of second-hand car buyers are women (Mukherjee, 2016). As the sales industry and psychology collaborate to boost profitability, this paper is a study highlighting the current female consumer behavior in India and the techniques used to adapt sales psychology to increase profitability in the female consumer market.

The Application of New Media Marketing in Luxury Brand Communication

In the evolving landscape of luxury brand communication, this paper explores the transformative role of new media marketing in the dissemination and perception of luxury brands. Drawing insights from recent studies on social media impact on luxury consumption, it delves into how platforms like Instagram, Facebook, and WeChat have reshaped consumer behavior, particularly among the affluent and aspirational demographics. The paper also investigates the alignment of advertising strategies with the United Nations Sustainable Development Goals (SDGs), particularly focusing on women's empowerment, showcasing how luxury brands can leverage social responsibility to enhance their image and appeal. Strategies adopted by luxury brands in the new media era are analyzed, emphasizing the effectiveness of content marketing, influencer partnerships, and digital storytelling. Case studies highlight the success of brands like Gucci and Chanel in engaging audiences through innovative campaigns that blend heritage with modernity. An understanding of the nuances in different cultural contexts is crucial, as demonstrated by the need for sensitivity towards post-feminist ideologies in crafting messages of empowerment. The paper concludes by offering recommendations for luxury brands looking to optimize their new media marketing efforts. It suggests a balanced approach that integrates online and offline experiences, fosters community engagement, and prioritizes ethical and sustainable practices. By doing so, luxury brands can not only increase their market penetration but also contribute positively to societal goals, thereby ensuring long-term brand loyalty and relevance in an increasingly digital and socially conscious world.

A Review Article On The Impact And Evolution Of Sustainable Brands

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

A Bibliometric Analysis of Employee Advocacy and its Role in Enhancing Brand Loyalty

This bibliometric analysis explores the intricate relationship between employee advocacy and brand loyalty, providing insights into how internal stakeholder engagement impacts consumer perceptions and brand success. Utilizing a systematic review of academic literature from more than past two decades, the study highlights the pivotal role of employees as brand ambassadors and the subsequent effect on customer trust and loyalty. Through an examination of key studies, including works by Aaker (2011) and Chaudhuri & Holbrook (2001), the research underscores the significance of aligning employee experiences with external brand promises to enhance brand equity. The findings suggest that effective employee advocacy programs are crucial for fostering brand loyalty, particularly in environments where competition and consumer expectations are continuously evolving. Strategic implications are discussed, emphasizing the need for organizations to adapt their employee advocacy efforts in response to dynamic market conditions and evolving technological landscapes.

Creative City Brand Building on Social Media Platforms

With the advent of the digital age, social media has become an important tool to shape the image of a city's brand. This paper aims to explore how to use social media platforms to build creative city brands, so as to enhance the attractiveness and competitiveness of cities. Through the study of many successful cases at home and abroad, combined with the theory of social media communication and the theory of urban brand image, this paper analyzes the mechanism of social media in urban brand promotion. The research adopted a combination of quantitative and qualitative methods, including online questionnaire survey, social media data analysis and in-depth interviews, to collect and analyze relevant data. The results show that social media can not only increase the visibility of cities, but also promote cultural exchanges and economic cooperation. In addition, the study found that personalized content creation, interactive user engagement, and sustained brand storytelling are key factors for successful city branding on social media. Finally, this paper puts forward suggestions on social media marketing strategies for different types of cities, and points out that future research should pay attention to the impact of changes in social media platform algorithms on the effectiveness of urban brand communication. This study provides a practical reference for city managers to promote city image more effectively in the new media environment.

How Transfer Behavior Impacts Consumer Perceptions and Intentions Toward College Athletes Who Pursue Name, Image, and/or Likeness Activities

Recent changes to the National Collegiate Athletic Association policy on name, image, and/or likeness and transfer policies have transformed how college athletes may market themselves as human brands. Above all, branding success depends on consumer perceptions. Using a national survey of U.S. consumers and an experiment, we test how transfer behavior impacts consumer purchase intentions for a collegiate athlete’s brand. We find that transferring to a National Collegiate Athletic Association Division I or Division II school decreases purchase intentions by lowering consumer identification with the athlete through perceived profit motive or perceived athlete quality, respectively. These findings contribute to branding theory and provide insight to players and schools, as they navigate the changing landscape of college athletics.

Formulating Global Branding Strategies in the Context of Cultural Differences

The article examines how cultural differences impact the development of global branding strategies, which is critically important in the context of globalization and market integration. It emphasizes that the essence of this issue lies in the need to consider the cultural characteristics of various countries and regions when creating and implementing global branding strategies. The article explores how cultural differences affect brand perception. It notes that what is positively received in one culture may be misunderstood or even offensive in another. It is crucial for brands to adapt their messaging to align with the cultural norms and expectations of their target audience. It is argued that global branding strategies need to be adapted to local conditions, which includes adjusting advertising campaigns, product assortments, packaging, and pricing policies. The article highlights the importance of language barriers and communication, noting that language is a critical component of global branding. Not only can the text of advertising materials, but also brand names, slogans, and even colors carry different meanings across different languages. The article also discusses the significance of cultural norms and values, which can influence consumer reactions to a brand. It stresses the importance of considering legal and ethical norms that may vary between countries, including regulations regarding advertising, consumer rights, and cultural taboos. It is determined that companies have a choice between two main strategies: adaptation or standardization. Adaptation involves modifying branding to fit local cultural conditions, while standardization focuses on maintaining a consistent brand identity on a global scale. The choice between these strategies depends on market characteristics and the company’s business goals. The necessity of thorough market research and analysis of cultural specifics for the successful implementation of global branding strategies is emphasized. This helps in gathering crucial information about consumer preferences, competitors, and market trends, which aids in developing effective strategies. The overall conclusion of the article underscores that accounting for cultural differences is critically important for successful global branding, and companies that can adapt their strategies to the cultural characteristics of their markets gain a significant competitive advantage. The type of article is theoretical.

Creating Powerful Brands Strategies for Successful Marketing in the Digital Era

In the digital age, creating powerful brand strategies is crucial for marketing success. This article explores the importance of branding in the digital era and outlines how to build a successful brand by understanding the brand itself, developing a clear brand strategy, leveraging digital platforms, making data-driven decisions, building brand loyalty, and navigating the challenges of the digital landscape. Through case studies, we highlight examples of effective brand strategies and provide recommendations for optimizing and adjusting brands. The article concludes with a look at future trends in digital branding and encourages readers to continuously evaluate and enhance their brand strategies to stay competitive in an ever-evolving market.

Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek Kyriakos Mitsotakis

Using political branding as an analytical lens can help explain the emotional connections and evaluative perceptions citizens have regarding political parties and their leaders. Measuring what makes a successful brand is best usually conducted with the benefit of hindsight, we can explain why a brand was a success or a failure based on public opinion data and attribute this to events. However, our research seeks to test the extent that analysis of strategic communication can offer opportunities to predict outcomes. We explore the communication of two prime ministerial brands who, due to their similarities and differences, offer an opportunity to assess the extent that the dimensions of a successful brand are universal. We employ Needham’s framework, developed to demonstrate why the brand of UK prime minister Tony Blair (1997–2008) proved so popular. We find that the dimensions of a successful brand are present in the strategic communication of both premiers. However, we find that the nature of some brands may make them appropriate for campaigning, but not for governance in challenging times. We argue that political brands need to be consistent, but once in government must be adaptable for the changing conditions and develop an appropriate style to accommodate the challenges facing a prime minister in the 21st century.

Delivering the Brand Promise Through Gig Workers: Internal Brand Management in Ride-Hailing Platforms

This paper explores the intersection of Internal Brand Management (IBM) and the Sharing Economy, specifically how platform organizations ensure brand-aligned service while relying on gig workers. Basic IBM relationships are examined for continued validity in two ride-hailing platforms. Potential moderators are explored, including electronic performance monitoring, qualitative job insecurity, and platform fairness. Findings reveal that IBM relationships persist, offering a scalable solution for consistent brand delivery. Moderating effects are identified, offering insights for platform managers and prompting avenues for future research. With growth of the gig economy, understanding the adaptability of IBM in platform contexts is crucial for brand success.

“I like the sound of that”: understanding the effectiveness of audio in ads

PurposeSports advertisements such as the Super Bowl showcase products and brands that have invested increasingly large sums financially to gain viewers’ attention. However, how audio features in advertisements impact viewers' behavior remains unexplored.Design/methodology/approachUsing the lens of signaling theory, this research uses advanced data analytics of voice and music audio in Super Bowl advertisements to examine its impacts on viewers.FindingsResults show that advertisement viewers prefer more voiced frames and have a greater liking behavior of voiced frames with a low intensity (less loud) and a higher F1 frequency, which is typically associated with male vocal tracts. A fast music tempo works better for longer advertisements. The model controls for various types of ad appeals. The research underlines the importance of voice and music in signaling successful brand features that are likely to increase the ad-liking behavior of consumers (positive effect).Research limitations/implicationsThe current research implies that brands advertising through sports ads must carefully select voice actors and music in order to provide the most positive signals for a brand to have the most significant effect and, thus, a greater return on the high sums invested in the ads.Originality/valueFirst, this research contributes in terms of a new research process for using audio analytics in advertising. The detailed research process outlined can be used for future research examining audio and music from advertisements. Second, our findings provide additional support to the important role of voice features (e.g. intensity and frequency) as signals in inducing responses from consumers (Biswas et al., 2019; Hagtvedt and Brasel, 2016). Third, the study surfaces a new theoretical association: the effect of tempo in moderating the relationship between duration and propensity to like an ad.

Brand envy in economic disparity: Understanding and mitigating malicious envy towards brands among consumers perceiving limited economic mobility

This research explores how consumers’ perceptions of economic mobility influence their emotions towards brands. We conducted six online experiments and four surveys involving a total of 1,236 participants. Our findings suggest that individuals who believe they have limited opportunities for economic advancement experience malicious envy towards successful brands. This envy stems from a perception that the brand’s success is undeserved. Furthermore, this envy is exacerbated when brands are not seen as engaging in charitable giving. Interestingly, the effect of perceived economic mobility on envy dissipates for underdog brands, which are perceived as having exerted more effort to achieve success. Malicious envy due to low perceived economic mobility leads to negative consequences such as boycotts and negative word-of-mouth. This study addresses a gap in marketing research, traditionally focused on benign envy. By deepening our understanding of envy, this research offers strategies for managing brand relationships with consumers in less mobile societies.

Breaking Through: The Impact of Branding on Early-Stage Brand Success

This research delves into the urgency and impact of branding strategies on early-stage brands, particularly emphasizing the vital role of effective social media utilization within limited budgets in today's rapidly digitizing global business landscape. Focused on Bimbelku, an Indonesian accounting and economy platform for students operating for less than a year, the study employs theoretical and experimental methods to analyze how branding strategies through social media contribute to business sustainability. By contrasting the challenges faced by brands lacking a coherent branding strategy with the success observed when guided by strong branding strategies, it highlights the importance of strategic social media use in fostering growth and ensuring longevity through customer engagement. Through this focused case study, practical guidance is offered for early-stage brands, illustrating how to optimize branding strategies and harness digital tools to establish a robust and sustainable presence. This exploration aims to provide a comprehensive understanding of how early-stage brands can navigate the challenges of limited resources while building a strong and lasting brand presence in the digital era. Ultimately, the research aims to equip entrepreneurs with actionable insights, stressing the necessity of adopting robust branding strategies to not only drive profit but also advocate for customer needs in the fiercely competitive digital landscape.

Proposed Marketing Communications Strategy for a New Fighting Brand: A Case Study for SIG

This study investigates the launch of a fighting brand in the cement industry, focusing on the challenges faced by a market-leading company with an existing flagship brand amidst emerging economical players. The goal is to enable the fighting brand to compete aggressively while avoiding cannibalization of the flagship brand, thus maintaining market leadership. Using a qualitative approach, primary data were collected through semi-structured interviews with internal informants, small contractors, and heads of masons, while secondary data came from the latest Brand Equity Index report of 2023. Key findings reveal that masons equate price with quality and prefer application-based cement for profitability. Differentiation is crucial to minimize cannibalization risks. The study proposes a new target for the fighting brand with detailed psychographics and behavior, aiming for a targeted marketing strategy and communication. Insights for communication management and marketing are provided, suggesting marketing activities based on the 5A model to ensure successful brand management. The study offers new perspectives for the company and the cement industry, emphasizing the importance of a multi-brand strategy to address future challenges.

Analysis of SHEIN Brand's Success in Overseas Markets Online from the Perspective of Consumer Psychology: Key Factors of Social Media Marketing

Analysis of SHEIN Brand's Success in Overseas Markets Online from the Perspective of Consumer Psychology: Key Factors of Social Media Marketing