Successful Brand Research Articles

Marketing Strategy Analysis of Coca-Cola in China and the United States

For multinational corporations, marketing is a complex and challenging process. Companies must develop localized marketing methods that consider cultural differences, language barriers, and varying consumer behaviors when conducting business in different countries. As one of the world's largest soft drink manufacturers, Coca-Cola has a significant global market share and a broad consumer base. The company's success around the world is largely due to its different marketing strategies implemented in various countries. This study aims to use the 4Ps model to explore Coca-Cola's marketing strategies in China and the United States and analyze the differences between their strategies. By understanding their approach to market changes and challenges, this study can provide more scientifically effective marketing strategies for Coca-Cola's future development in the Chinese and American markets. This article briefly outlines the soft drink markets in China and the United States, as well as the differing marketing approaches due to cultural differences. Through the use of the 4Ps framework to analyze and evaluate Coca-Cola's marketing strategies, people can understand how Coca-Cola responds to change and challenges. Based on this analysis, the article emphasizes the importance of cross-cultural marketing in the context of globalization. Other multinational corporations can learn from successful brands like Coca-Cola by adjusting their marketing strategies to meet local demand while maintaining brand consistency.

Study on the Influence of Color Application in Coffee Brand Marketing Planning on the Purchasing Psychology of Young Consumers

As the first sense in vision, color occupies a high proportion in brand planning and design. With the rapid development of the coffee market today, various coffee brands emerge endlessly, and brand specificity is one of the necessary conditions for the survival of brands. The color application suitable for the brand can give the brand market, positioning, culture, and personalized advantages. It can also arouse the purchasing interest of various consumers, such as young consumers, and increase their impression. This article adopts research methods such as literature review and case analysis, compares and analyzes two giant coffee brands (Starbucks Coffee and Luckin Coffee), and concludes that excellent coffee brands must optimize product positioning and determine suitable standard colors. , It is necessary to make colors seek common ground while reserving differences in a chaotic market to ensure the brands healthy operation. Through the analysis of the old strong brands and the dominant coffee brands that are experiencing the rise, it is found that behind every successful brand, color occupies a very high proportion in brand planning, and even to a certain extent, color represents the background of the brand. The story of the brand also conveys the emotional value of the brand, so this article analyzes and studies how to clarify the positioning of color in the brand and find out the specificity of the brand itself from the beginning of brand planning, which is more conducive to the personalized development of the brand.

Effects of Online and Offline Stores on Apparel Brand Performance

The rise and continued expansion of online stores have prompted traditional fashion retailers to contemplate omnichannel strategies. Traditional physical stores have their own unique value, and online-only brands must consider whether it is worthwhile to establish an offline location. This article will investigate whether establishing a physical and an online store is advantageous for the brand. This research paper uses a systematic review and document screening as its methodology. The findings of this study indicate that opening both offline and online stores is likely advantageous for brands, such as in terms of increasing sales and boosting brand recognition. This assumes that the newly opened offline and online stores are of high quality and customer centric. The investment allocation between the two types of stores needs to be determined based on the market position of each brand. There is no simple answer to the question of whether the brand should invest more money in online or offline stores. For the long-term success of brands, omnichannel marketing is recommended.

Creation of Universal Application and Project Management in Georgian Companies

Developing an universal concept is a creative process. Their effective production is related to the development of production. Studying the concepts of development of well-known leading Georgian companies, both large and medium production, clearly indicates that the competitive advantages they use, are individual. The fundamental points must first be reflected in the universal and original adaptive system of company management proposed by the enterprise. Each new universal concept must correctly reflect the core values of the brand. The universal concept is designed to connect the important problems of enterprise company management, all constituent components and provide a common focus on brand identity. This universal concept is also used by Georgian companies. After the completion of the project development and implementation stages in Georgian companies, the developer carries out a full audit of the enterprise's activities. The development of goods and services is one of the main points of the universal concept. Georgian companies with successful brands are constantly improving their products and services. This process takes many forms, both improving the product itself and accompanying services. Therefore, an important problem of company management is related to the adaptive system of correct management of the company. A universal concept will be created when the development of an innovative product begins, based on the creation of new ideas and concepts. The universal concept of product development is multifaceted and complex; And the closer the competing firms' products are, the more important it is to consider the entire range of values. Keywords: Concept; Value; Integration; Management; Development.

Local Brands Use Traditional Ethnic Culture to Shape Consumer Stickiness: Taking Huaxizi Brand as an Example

In modern society, domestic consumption is constantly upgrading. After experiencing the climax of the development of foreign culture, national cultural self-confidence begins to awaken, and "national tide fever" comes into being. In this social environment, research on how major domestic beauty brands stand out in the tide of the "national trend". This article takes the domestic beauty brand Huaxizi as the research object and uses literature analysis to identify the main reasons for the success of Huaxizi brand. Huaxizi's brand's reference to traditional culture is not a mechanical collaboration. It simply replicates traditional culture and deeply explores the excellent traditional culture that gradually disappears from the public's perspective. Then, starting from the nature and function of its own products, using modern craftsmanship and production technology, it cleverly integrates traditional culture into its own products and creates its own cultural symbol. Hua Xizi chose a brand recommendation officer in marketing, launched brand songs, and created unique Chinese style makeup. Through various cross-border marketing, she ultimately became a leader in the domestic beauty industry. Huaxizi has not formed its own user pool, and its sales methods are only limited to online sales. In order to achieve greater benefits, it is recommended to create its own exclusive app, establish a physical portal, and choose a marketing method closer to traditional culture.

Unlocking the power of digital marketing: Strategies for successful international brand management

Brand internationalization can change domestic consumers' attitudes towards self-owned brands, as international brands are generally considered premium brands that can successfully meet global needs. Brand internationalization is a challenge for businesses, which requires targeting, positioning, and segmentation strategies to succeed. Companies must promote brand authenticity by demonstrating transparency and humanizing brands to build consumer trust. This study discusses successful strategies for brand internationalization in the contemporary global marketplace. It highlights the importance of perceived brand authenticity, its impact on domestic consumers' attitudes towards self-owned brands, and factors influencing their purchase intention. The article proposed effective strategies such as leveraging the country of origin effect, forming emotional connections, strengthening brand authenticity, incorporating influencer marketing, and localizing brands. Two case studies illustrate how Huawei and TikTok utilized these strategies to manage their international brands successfully.

Customer Attitude In Successful Brand Heritage of High Involvement Products

The purpose of this study is to analyze the critical role that consumer attitudes play in determining the lasting brand heritage of high involvement goods. The research aims to comprehend the complicated processes that contribute to a brand's legacy by concentrating on items that demand significant customer commitments, both emotionally and financially. The research aims to provide insights into how customer attitudes, which are influenced by factors such as perceived quality, brand history, and emotional resonance, contribute to the sustained success of heritage brands in the realm of high involvement products through a synthesis of theoretical frameworks and empirical analysis. These insights will be provided in the form of a set of hypotheses that will be tested. Not only can marketers strengthen already established brand legacies by gaining a grasp of and capitalizing on these attitudes, but they can also successfully traverse the ever-changing terrain of customer preferences and expectations.

Brand community formation in service management: lessons from the sport industry

PurposeThe purpose of this article is to propose an overall framework for brand community formation that separates antecedents that lead to the formation of a brand community from those outcomes that are associated with established communities.Design/methodology/approachThe authors approached this review through an interdisciplinary literature review that delineated psychological, structural and behavioral processes that underline the formation of the brand community, often illustrated by contemporary cases in the sport industry.FindingsThe findings outline 18 different constructs, categorized in three overarching dimensions, separating structural, behavioral and psychological constructs. The authors posit these 18 constructs are at the heart of brand community formation. These constructs provide managers with a guide to inform their efforts to form a new brand community.Originality/valueIt is emphasized that brand community formation is a complex process that is paradoxical in nature and requires organizations to balance a non-interventionist approach that would allow for consumer empowerment, with a pro-active approach that creates conditions for a successful brand community formation process.

A study on the effect of product packaging elements on consumer buying behaviour

The purpose of this study is to determine how packaging influences consumer purchasing decisions. Understanding the vital packaging elements that can act as a sales promotion tool and increase the success of a certain brand is the aim of this study. A questionnaire-based approach was used to collect the main research data, and a graphical presentation was used to evaluate the results. Samples of the survey's 150 respondents were gathered. The study's findings indicate that packaging has a big impact on what customers decide to buy. Additionally, it has been found that a variety of package elements, including their colours, the overall quality of the packaging material, the experience of opening and unwrapping the package, innovation, and product information, are important factors when consumers make any kind of purchasing choice. Thus, it was determined that one of the crucial and influencing factors for consumer purchasing behaviour is packaging.

Alasan Singapura Memperpanjang Kontrak Pergelaran Formula 1 Grand Prix Tahun 2022

Singapore has renewed its Formula 1 Grand Prix contract in 2022 even though it has not benefited from the racing event for two years due to pandemic of Covid-19. This study aims to find out Singapore's reasons for extending the contract of the Formula 1 Grand Prix in 2022. This research uses qualitative methods. The theory of liberalism is used in this study to find out and understand Singapore's reasons for extending the 2022 Formula 1 Grand Prix contract. The result of this study is the Formula 1 Grand Prix Extention by Singapore is a form of the country’s nation branding efforts. Nation branding carried out by Singapore through the Formula 1 Grand Prix is divided into six aspects, namely tourism, cultural heritage, government, community, exports and investment. The success of nation branding in this event is the increase of country's image which is marked by the increase in foreign tourist visits to Singapore.

Research about Features in Visual Communication of Apple Advertisement Tracked Under Influence of New Media

With the development of technology, new media have now occupied major parts of peoples daily lives, especially for the younger generations. These new media, such as Twitter, Facebook, and TikTok, do make humans lives easier, but conversely, they also bring new challenges for advertisers about how to better promote a product or brand under the influences of these new media. Therefore, it is important to examine the features of those successful brands in the world, such as Apple, to see how these brands adapt to the new trend of this era. Therefore, the author chose one of the Apple advertisements Tracked to explore the reasons why it could conquer peoples minds and potentially promote their products. After a rigorous analysis of Tracked, the author found that there are mainly three elements by which Apple advertisements could be more competitive, including concise captions, fewer words to be used, and a positive message being conveyed to the audiences.

A Relationship Between Social Media Marketing and Brand Awareness Increase

The main objective of the present paper is to examine the connection between social media marketing and customer perception of brands operating on social media platforms. In this paper, we examine four factors - perceived personalisation, perceived usefullness of content, fun content, and customer engagement and their relationship with increasing brand awareness. Utilizing the Kendall-tau coefficient on a sample of Slovak social media users, we uncovered compelling evidence of a significant correlation between various factors and the augmentation of brand awareness. The paper emphasizes the crucial significance of social media marketing as an indispensable relationship marketing tool for cultivating and sustaining brand success amidst today's digital milieu. Concluding the article, we explore the research findings and their implications, offering valuable insights for brand marketing managers endeavoring to fortify brand awareness and effectively combat competition. Keywords: Brand awareness, Social media, Branding, Brand content, Relationship marketing.

Research on Marketing Strategy of Fast Fashion Brand--Taking URBAN REVIVO as an Example

In modern society where the pace of life is increasingly fast, people's demand for clothing reflects their pursuit of speed. The resulting fast fashion clothing industry breaks the traditional marketing mode and develops rapidly, realizing the rapid transformation of consumer goods in the design of new clothing products. Therefore, in the current clothing industry, "fast fashion" has become a marketing method that is mainly used. Based on the current development situation of the clothing industry, this paper takes URBAN REVIVO, one of the most successful local brands in recent years in China, as an example to analyze and compare the marketing strategies of the clothing fast fashion brand by using marketing models, so as to provide help and guidance for the practice of "fast fashion" clothing industry. Conclusions can be drawn that, under the guidance of STP theory, URBAN REVIVO has made differentiated and accurate market positioning and has achieved good development. From the perspective of 4P theory, URBAN REVIVO 's success lies in its product strategy of more styles, less quantity, its price strategy of parity, its efficient channel strategy, as well as its less-discount promotion strategy.

Research on the Business Model and Brand Strategy of Fast Fashion BrandsTaking ZARA as an Example

With the young people's pursuit of fashion, some successful clothing brands accurately grasp the needs of customers, enhance their brand value and create a unique business model. This paper will take fast fashion brand ZARA as an example, use literature analysis method to accurately explore its business model and brand strategy, summarize ZARA's advantages from the perspectives of ZARA's history, designer strategy, supply chain and marketing strategy, and conduct a comparative study with Uniqlo, which is also a strong fast fashion brand. Compare two brand companies in the same supply chain system of different sales models. Finally, through the analysis of the two main problems ZARA faces, the paper proposes the direction worth studying in the future, summarizes the successful experience and puts forward effective suggestions.

The Analysis of Beneunder's Marketingstrategy Based on Consumer Psychology

As living standards improve and knowledge becomes more widespread, people are becoming more and more aware of sun protection and the discussion of sun protection products has now become a hot topic in life. In terms of annual data, the number of sunscreen-related company registrations in China increased year on year from 2015 to 2019, while Brand Beneunder stood out from the crowds as the number one popular Chinese sunscreen brand of the moment. Therefore, this paper will analyze the reasons for Beneunder's success by collecting its financial data and social media placement data, and conducting a swot analysis of Beneunder based on consumer psychology data to analyze marketing strategies. The analysis finds that the success of Beneunder is inextricably linked to differentiated marketing but in addition to maintaining this excellent marketing strategy, the quality of the product itself has to be strengthened because good products are the most important factor for the long-term survival of the brand. The significance of this paper is to analyze the marketing strategies of successful brands to provide implications for other companies so that they can organize their business activities in a planned manner and promote healthy and sustainable growth.

Pengaruh Strategi Segmenting, Targeting Dan Positioning Terhadap Keputusan Pembelian Produk Erigo (Studi Kasus Pada Mahasiswa Universitas Merdeka Pasuruan)

Currently, we see many local brands from Indonesia starting to appear on the market both at home and abroad. The success of this local brand with the right marketing strategy. One of the local brands that has succeeded in penetrating foreign markets is Erigo. This study aims to determine the effect of segmenting, targeting and positioning strategies on purchasing decisions for Erigo products for students at Merdeka University, Pasuruan. The population used is active students at Merdeka University, Pasuruan in 2022 with a sample of 92 students and uses a purposive sample with age criteria of 17 to 45 years, consumers who have purchased and know Erigo products. The data analysis used in this research is multiple linear regression. The results showed that segmenting, targeting and positioning simultaneously had a positive and significant effect on purchasing decisions for Erigo products with an F count of 31.978 > F table of 2.71 and a significance value of 0.000 <0.05. Meanwhile, partially segmenting shows a significant influence on purchasing decisions with a significance value of 0.044 <0.05 and has t count 2.044 > t table 1.986. Targeting also partially shows a significant influence on purchasing decisions with a significance value of 0.000 <0.05, it is known that the t count value is 5.184 > t table 1.986. Partially positioning shows a significant influence on purchasing decisions with a significance value of 0.012 <0.05 and has t count 2.578 > from t table 1.986. The most dominant variable is targeting with an influence on the purchasing decision variable of 31%.

Understanding the role of Instagram in young adult consumers' purchase and post-purchase evaluation behaviors

PurposeThis study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.Design/methodology/approachA survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).FindingsResults indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.Originality/valueWhile online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.

Teenagers' Purchasing Decisions: Shopping Lifestyle and Brand Ambassadors' Influence

This quantitative study aimed to investigate the impact of shopping lifestyle and brand ambassadors on the purchasing decisions of MS GLOW FOR MEN body care products among teenagers in Jombang Regency. The sample consisted of 100 individuals selected using simple random sampling. Data was collected through questionnaires and literature review. SPSS analysis revealed a significant positive effect of shopping lifestyle and brand ambassador variables on the decision to purchase MS GLOW FOR MEN products. These findings contribute to understanding consumer behavior in the skincare market, emphasizing the importance of marketing strategies that incorporate brand ambassadors and cater to diverse shopping lifestyles for successful product sales and brand loyalty.
 Highlights: 
 
 Significance of Brand Ambassadors: Explore the impact of brand ambassadors on consumer purchasing decisions for men's body care products.
 Influence of Shopping Lifestyle: Investigate how shopping lifestyle affects the choice of MS GLOW FOR MEN products among teenagers.
 Quantitative Analysis: Utilize SPSS to analyze data and establish the relationship between key variables in the skincare market.
 
 Keywords: Shopping Lifestyle, Brand Ambassadors, Men's Body Care Products, Consumer Purchasing Decisions

Navigating the tension between city branding and authenticity: a conceptual framework

As cities around the world increasingly embrace branding as a means of promoting economic growth and attracting investment, there has been a growing tension between the desire to create a strong and recognizable city brand and the need to maintain a sense of authenticity and place identity. This paper presents a conceptual framework for understanding this tension and proposes strategies for navigating it in the context of city branding. Drawing on existing literature and case studies of successful and unsuccessful city branding campaigns, the framework highlights the importance of balancing the desire for a strong city brand with the need to preserve a sense of authenticity and place identity. The framework suggests that city branding campaigns should be designed with careful consideration of local history, culture, and values, and should engage a diverse range of stakeholders in the branding process. Ultimately, the paper argues that successful city branding campaigns must strike a delicate balance between the desire for a strong and recognizable brand and the need to maintain a sense of authenticity and place identity.

Why Brad Pitt?

"The study of visual identity elements is a popular area for researchers as they can make a key contribution to the commercial success of a particular brand. Personas/characters, in turn, are one of the most important elements of visual identity, because through them the brand communicates to the target segment those values that define its (i.e. the brand’s) personality. Brad Pitt is an internationally known celebrity: a much discussed global phenomenon. However, investigations into the correlation between Brad Pitt’s professional life and celebrity endorsement represent a gap. This paper is based on the following main objectives: to identify (1) those traits, characteristics that define the actor Brad Pitt and (2) those aspects, values that can be captured in the advertising campaigns included in the analysis. Keywords: Brad Pitt, celebrity endorsement, authenticity JEL Classification: M31"