Branding Theory Research Articles

Activities on Using Social Media for Branding in E-Commerce

In the context of e-commerce, social media plays an important role in building a brand. This article presents the theory of social media and branding in e-commerce, emphasizing how businesses can optimize their communication strategies to enhance brand value. Specifically, the article analyzes methods such as search engine optimization (SEO), social media marketing, influencer marketing, and affiliate marketing. At the same time, to have a more objective view, the current situation of using communication in brand building in Vietnam is assessed through leading companies in the industry, in terms of their communication strategies, business results and market share. The article also points out the challenges and limitations that businesses face in applying social media. Finally, effective solutions are proposed to improve the ability to use communication to build brands in e-commerce in Vietnam. In general, the article not only provides an overview of theory and practice, but also proposes specific directions to help businesses develop sustainably in a fiercely competitive environment.

The Influence of Changes in the Logo and Slogan of PT Aplikasi Karya Anak Bangsa on Achieving Brand Image Among Consumers in Medan City

This study aims to analyze the effect of changing the logo and slogan of PT Aplikasi Karya Anak Bangsa on the achievement of brand image among Medan city consumers. The theory used in this study is the theory of communication, new media, advertising, brand, rebranding and brand image. The research method used is a quantitative method with explanatory research. The population in this study are consumers of theGojek application in the city of Medan. The sampling technique uses the Taro Yamane formula so that a total sample of 100 respondents is obtained with the sample criteria, namely consumers of the Gojek application in the city of Medan who know the changes to the Gojek logo andslogan. The data collection technique used in this study was field research by distributing questionnaires and library research. The data analysis technique used is descriptive analysis, classical assumption test, multiple linear regression analysis and hypothesis testing. The results showed that there was an effect of changing the logo and slogan of PT Aplikasi Karya Anak Bangsa on the achievement of brand image among Medancity consumers. The magnitude of the influence or the coefficient of determination of changes in the Gojek logo and slogan on brand imageachievement is 46.2%, which means the correlation is quite significant, while the remaining 53.8% is the influence of other factors not examined in this study such as service quality, trust, reliability and speed.

The branding pyramidical tool kit for enhancing actors’ agency in regional energy transitions within the Nordic Battery Belt

This article investigates how to enhance the agency of regional actors in the branding of the ‘Nordic Battery Belt’ (NBB), the region where the industry, considered a new green path, is emerging. Branding will enhance the attraction of skilled workforce, investment, market, and increased public awareness of the industry’s contribution to decarbonization. While national battery strategies have been developed to promote the industry, the tool kit that can enhance the implementation of the strategic branding action plan is underexplored. Firstly, this article develops a tool kit based on the directed content analysis, which ensures the use of existing branding theory and its pyramidic components: attention, awareness, associations, attitudes, and relationships. Regional actors can leverage the tool kit as it reduces oversight and increases lucidity and conciseness. Secondly, the paper develops a conceptual framework through a multidisciplinary approach to elaborate on the importance of the tool kit for enhancing actors’ agency in regional branding. The paper is relevant for regional actors, e.g., development agencies within the Nordic region that are saddled with the responsibility of place branding.

MEJORA DE LA PERCEPCIÓN DEL TURISTA: COMPARACIÓN DE PLATAFORMAS DE INFORMACIÓN Y GESTIÓN PARA EL DESARROLLO DE MARCAS TURÍSTICAS EN BALI Y YOGYAKARTA

Objective: This research aims to compare tourism management strategies and destination branding in Bali and Yogyakarta, with a view to identifying different approaches and their impact on tourism development. Theoretical Framework: This research is based on theories of destination branding and tourism management, including the Destination Marketing Organization (DMO) framework and sustainable tourism principles. These frameworks provide a basis for understanding the strategic differences between the two destinations. Method: This comparative research utilized a mixed methods approach, combining secondary data analysis, an online survey, and an extensive literature review. Data was collected from various sources to gain diverse perspectives on tourism strategies in Bali and Yogyakarta. Results and Discussion: The findings show that Bali strategically utilizes technology for global digital marketing through social media and online platforms, thus increasing its international appeal. In contrast, Yogyakarta focuses on using technology to drive personalized tourist interactions, emphasizing local environmental sustainability and community welfare. Both destinations also highlight cultural diversity, with Bali capitalizing on its cultural appeal and Yogyakarta prioritizing environmental sustainability. Influencers play an important role in disseminating tourism information, especially through social media, underscoring their power in shaping traveler perceptions. Research Implications: The practical implications of this research suggest that stakeholders should tailor their tourism management and branding strategies to each destination's unique attributes to ensure sustainable growth and development. Insights from this research can inform the formulation of effective approaches that resonate with tourists and support long-term sustainability. Originality/Value: This study contributes to the literature by offering a comparative analysis of two leading destinations in Indonesia, highlighting the role of technology and social media in tourism management. Its value lies in providing actionable insights for stakeholders to improve destination branding and achieve sustainable tourism development.

The Power of Perception: How Branding Shapes Consumer Behavior

This study investigates the multifaceted relationship between branding and consumer behavior, with a specific focus on the role of perception. Brands exert a significant influence on consumer decision-making processes, shaping preferences, attitudes, and purchasing behaviors. Recognizing the nuances of how consumers perceive and interpret branding cues is instrumental for businesses seeking to cultivate robust connections with their target audience. By synthesizing theories of perception and branding, this research explores the complex interplay between branding strategies and consumer behavior. Employing a variety of research methodologies, including surveys, interviews, and experimental analyses, this study elucidates the profound impact of sensory experiences, emotional associations, and cognitive processes on brand perception. Furthermore, it identifies and assesses effective branding strategies adept at harnessing perception to steer consumer behavior in a favorable direction. The insights derived from this study offer actionable recommendations for marketers to refine their branding strategies, foster brand loyalty, and gain a competitive advantage. Ultimately, this research contributes to advancing our understanding of the intricate dynamics of perception in shaping consumer behavior and informs strategic brand management practices.

Local Wisdom, Local Culture, and Global Market Post-Pandemic Covid-19: Rebranding the City of Tuban, Indonesia

This study aims to describe the implementation of local wisdom in the imaging strategy of Tuban, East Java, after the Covid-19 pandemic. It is crucial to explore the understanding of implementing local wisdom in the imaging strategy of Tuban, East Java, after the COVID-19 pandemic. In this study, the theories used include the theory of city branding, city imaging strategies, and local wisdom. These three theories become the basis for understanding and explaining the implementation of local wisdom in the imaging strategy of the city of Tuban, East Java. The results showed that Tuban Regency carried out various city imaging efforts. Implementing local wisdom in urban imaging strategies includes history, processes, stakeholders, city branding elements, and events. The research model on the implementation of local wisdom in the imaging strategy of Tuban City is closely related to history, which includes branding initiatives in the city vision, tradition and culture, city regulations, and city vision.

How Followers Perceive Local Brands: A Case Study of a Food & Beverage Industry’s Instagram Account

This study analyses a local Surabaya-based cafe and explores its branding through media activity, particularly on Instagram. As Instagram is a widely used social media platform in this day and age, businesses have also tried to expand their reach through said medium. The objective of this research is to find out through this local cafe, whether or not marketing one’s brand (awareness) through Instagram is effective. This is measured through the brand theory and consumer knowledge theory. This research also employs the marketing public relations theory. Data was collected through distributing questionnaires to 110 respondents using purposive random sampling. The questions used in the questionnaire are all based on brand elements as well as factors in consumer knowledge. Based on the researchers’ calculations, the level of knowledge of consumers regarding this local cafe is considered high, thus for this particular cafe, using Instagram as a medium to do marketing communication and increasing brand awareness is considered as effective.

Conceptualisation of Nation Brands to Attract Foreign Direct Investment: An Integrated Model

A nation brand is defined as a brand of a country. Nations are not only political and sovereign entities, but also business entities that conduct foreign trade, promote talent and innovation, create knowledge, levy taxes and enact laws. As a whole, nations accumulate wealth, power and status and leverage their brand identities to further their strategic interests. This article looks at the theories of nation branding and its implications on attracting foreign direct investment (FDI). FDI inflow has been studied by various researchers. The impact of nation branding on FDI has not been studied from an integrated perspective. This article analyses all the papers published in the field from 1969 when the genre of research was first mentioned in management literature and the factors presented by various researchers and place brand practitioners up to 2022 and combines them all into one integrated statistically testable model. The article analyses the factors from three perspectives—that of the governments and investment promotion agencies, external brand analysts and ranking consultancies as well as that of the investors.

Analisis Personal Branding Anya Melfissa Sebagai Vtuber Indonesia di Media Sosial

Today’s digital technology has developed and can be utilized by its users, one of whom is doing Personal branding by becoming a VTuber (Virtual YouTuber). This research aims to find the Personal branding of an Indonesian VTuber named Anya Melfissa by utilizing YouTube and Twitter/X in her career. This research uses a qualitative method with a qualitative descriptive approach and is based on the Personal branding theory coined by Peter Montoya. Data collection techniques include observation, interviews, and documentation. In the interviews, three informants were obtained using purposive sampling technique. This research uses data analysis techniques from Matthew B. Miles and Michael Huberman. Based on the results of the study, Anya Melfissa’s personal brand has relevance to Peter Montoya’s Personal branding theory, which includes the concepts of specialization, leadership, personality, distinctiveness, visibility, persistence, and goodwill. The results showed that specialization in Anya Melfissa’s Personal branding, which is fluent in Indonesian, English, and Japanese, is the dominant characteristic in her Personal branding.

Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands

PurposeConsumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.Design/methodology/approachThe authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.FindingsThe model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.Originality/valueTo the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

A structural equation model to access the regional public brands of agricultural products: Case of Chinese Yingde black tea.

The regional public brand of agricultural products plays an important role in the development of agricultural economy. How to effectively build regional public brands for agricultural products is an urgent practical problem that needs to be solved in various regions. This study uses Chinese Yingde black tea as a case, aims to understand how government support, resource endowment, industrial clusters, and regional culture affect the regional public brand of agricultural products based on regional brand theory. We collected 416 valid sample data from practitioners related to Yingde black tea through an online survey questionnaire, and used structural equation modeling to obtain government support (β = 0.196, p<0.005), resource allowance (β = 0.144, p<0.05), industrial cluster (β = 0.231, p<0.005) and regional culture (β = 0.335, p<0.005) are positively related to reputation of regional public brands for agricultural products. Industrial clusters and regional culture play the mediating roles between government support, resource empowerment, and the reputation of regional public brands for agricultural products. The results breaks through the single influencing factor perspective of existing research and comprehensively analyzes the interrelationships of different influencing factors in the formation process of regional public brands for agricultural products. It has certain practical implications for the construction of regional public brands for agricultural products in China.

Algorithm of Digital Branding of Presidential Candidacy on Instagram: Duty of Computer Technology

The purpose of this study is to examine political branding in the campaign communication of presidential candidates Anies Baswedan and Muhaimin Iskandar on Instagram social media. Through the analysis of political branding theory and political communication, the researcher focuses on the dimensions of the campaign of presidential and vice presidential candidates Anies Baswedan and Muhaimin Iskandar through their Instagram social media, the results of this study are First, communication is the most crucial thing in political campaigns, especially general elections. Second, social media, especially Instagram, is a medium for Anies and Muhaimin to communicate programmes, clarify, respond to issues and campaign for their programmes. It allows for a two-way flow of information where there is interaction between Anies-Muhaimin and voters in social media posts. Images, videos and collaboration features support the packaging and dissemination of messages to voters. Third, both Anies and Muhaimin have the role of covering each other where Anies tries to display formal communication with coalition parties, Muhaimin displays his campaign through pilgrimage, friendship to kyai-kyai and Islamic boarding schools and participation with student movements affiliated with NU as the main basis for Muhimin's political branding

Personal Branding Brigadir Agus Kurniawan untuk Meningkatkan Citra Polisi Melalui Aplikasi Tiktok

In recent years, the image of the police has declined with various cases involving the names of POLRI members, this will of course have an impact on the level of public trust in the POLRI itself. However, this is in contrast to what Brigadier Agus Kurniawan, a Bhabinkamtibnas officer in Jeron Village, Boyolali Regency, did. He provides creative services and is named Kopi Curhat Pak Bhabin which is uploaded via the tiktok account @kopi_curhat_pakbhabin. This research aims to find out what kind of personal branding you want to show to the public. The research method used is descriptive qualitative with personal branding theory. With the conclusion that the personal branding shown is in accordance with Rampersad &amp; Montoya’s 11 personal branding criteria, namely; Authenticity, Integrity, Consistency, Specialization, Authority, Distintiveness, Relevant, Visibility, Persistence, Goodwill, and Performance. The personal branding efforts carried out by Brigadier Agus Kurniawan through Tiktok indirectly improved the image of the police in the eyes of the public.

Doctor Tirta’s Branding As An Influencer In The Telemedicine Program

New media presents social media as a medium for interacting, collaborating, sharing, communicating, and forming social bonds with other users. During the COVID-19 pandemic, influencers used new media to socialize Covid-19 prevention and build personal branding. Dr. Tirta is an influencer in building personal branding with the telemedicine program he created. Telemedicine has received a lot of positive responses from the public. This research aims to determine the personal branding of Dr. Tirta as an influencer in the telemedicine program. The theory used in this research is Montoya's eight Personal Branding theories. This research uses a qualitative method with a descriptive approach. In collecting data using observation techniques, in-depth interviews with telemedicine patients, Dr. Tirta, and documentation. The research results show that Dr. Tirta has described eight personal branding concepts from Montoya. The specialty of Dr. Tirta is different from the concept of personal branding in general. Dr. Tirta does not focus on one unique skill. He has two skills, namely, in business and health. Apart from that, Dr. Tirta is an eccentric appearance characterizes, and his way of speaking seems blunt. Its consistency and determination in educating the public regarding health on social media with attractive packaging also give a positive impression.

Branding tourism and collaborative governance: A case study from Nglanggeran village

Nglanggeran Village has been recognised as a smart tourism destination and earned the "Best Tourism Village" title from the World Tourism Organization (UNWTO). This study delves into the analysis of collaborative governance within Nglanggeran Village, which has earned this esteemed recognition and explores tourism branding development through cross-sector efforts. Employing a qualitative research method with a case study approach focused on Nglanggeran Village, this research draws data from multiple sources, including mass media (10 sources related to the tourism branding of Nglanggeran Village) and the village's Twitter account. Data analysis is conducted using Computer-Assisted Data Analysis Software (CAQDS). The study applies branding theory, considering the following indicators: Product, Price, Place, and Promotion. The findings reveal that Nglanggeran Tourism Village's collaborative governance efforts have been fostered by the Tourism Awareness Group (Pokdarwis), which has forged partnerships with the Regional Government of Gunungkidul Regency, Special Region of Yogyakarta, and the Ministry of Tourism and Creative Economy. These collaborations involve mentoring and training to enhance tourism governance, focusing on aspects of natural, cultural, and educational tourism. Regarding tourism branding, mass media is pivotal in disseminating information about key tourism offerings, location coverage, and facilitating online ticket purchases. Furthermore, the @GunungApiPurba social media account collaborates with government entities to promote natural tourism, lodging packages, and various local food products, positioning itself as the central hub for branding while providing valuable information on access to the destination.

Does participation predict support for place brands? An analysis of the relationship between stakeholder involvement and brand citizenship behavior

AbstractThis article studies in how far participation of stakeholders enhances their active support for place brands, conceptualized in this study as Brand Citizenship Behavior (BCB). Combining insights from governance and branding theory this article uses survey data (N = 162) among stakeholders involved in branding processes of two Dutch regions. The analysis shows that more intense participation in the development of the brand is related to more BCB. Beyond participation, perceived value of the brand for stakeholders and degree of place identity (identification with place) also positively relate to brand citizenship behavior. The findings not only confirm the importance of participation in achieving support for public brands, but also provide insight into the role of affective factors (identification) and interest‐based factors (value of the brand for the stakeholder) on BCB.

Development and Promotion of a Brand Based on Parametric Criteria Using an Inductive Approach and Three-Stage Coding

Relevance. Influencer marketing is a rapidly evolving but still relatively under-explored management practice in B2B markets. Although there is a growing body of research on influencer marketing in general, it has focused almost entirely on consumer markets, product-focused social media promotions, and consumer attitudes and behavior, providing only limited insight into the organizational processes and unique characteristics of influencer marketing in markets B2B.The purpose of this study is a methodology for assessing an existing brand and developing marketing activities to promote it.Objectives. To achieve this goal, the following tasks were set and solved: brand monitoring was carried out in order to determine desirable and undesirable associations (based on Venn logic); the correlation between associations and brand promotion was assessed using parametric criteria; The resulting model was tested based on analysis of variance.Methodology. The research is based on methods of statistical data analysis, visual presentation of data, expert assessment methods, the theory of corporate branding, Venn diagrams, multi-correlation analysis, inductive approach, three-stage coding.Results. The results obtained include the definition of desirable and undesirable associations (based on Venn logic), assessment of the correlation between associations and brand promotion using parametric criteria, testing of the resulting model, a vector scale was created that evaluates changes in the economic potential of the company.Conclusions. Based on the results of the research, we can conclude that the introduction of associations for interested parties really has a positive effect on people’s opinions and ideas about the brand, which certainly affects its recognition, and, consequently, the promotion of the product.

Employer branding: A strategy to enhance organizational performance

Employer branding has gained considerable interest in theory and practice, however, current hotel management literature has neglected to investigate the dimensional influence of employer branding on organisational performance through the mediating and moderating mechanism. To fill these gaps, based on the branding theory, this study aims to examine the sequential mediating role of organisational commitment, employer brand loyalty, and employee retention between employer branding dimensions and organisational performance. The results of this study led to the acceptance of all the direct and mediating hypotheses except one which is the mediating path of ethics and corporate social responsibility. The findings also revealed the insignificance of the moderating role of interdepartmental communication on employee retention and performance. The findings of this research highlight that by developing better employer branding standards, hotels can position themselves as top employers of choice to improve organisational performance.

Who is CSR for in employer branding? Insights on employer branding strategies across industries, educational backgrounds and career styles

AbstractSince recruiting high‐potential employees is essential to be innovative and sustainable, scholars and practitioners advocate using attributes of general interest for employer branding. Through two empirical studies, this research investigates to what extent employer branding strategies can rely only on sustainability‐related attributes to win the war for talent. Study 1 compares the effects of (corporate social responsibility) CSR and other sustainability‐related symbolic attributes (namely originality and resilience) on applicants across different educational backgrounds. The results reveal that the applicants' attitudes towards these attributes vary across their social identities, especially concerning the search for employer originality, which is a proxy of organisational innovativeness. Study 2 focuses on how personal identities shape the reactions to different career growth opportunities. The experiment on engineering graduates reveals that those applicants aiming to advance their career faster (boundaryless) find advancement opportunities based on self‐initiative more attractive than those based on organisational support, which further contrasts the belief that CSR‐related attributes are universally effective. Results contribute to the employer branding theory by demonstrating that applicants' social and personal identities determine the effectiveness of CSR and other, previously unexplored, symbolic and instrumental employer attributes. They also provide employers with directions for designing effective recruiting strategies across educational backgrounds and career preferences.

A Case Study of POP MART Marketing Strategy

In just ten years, POP MART has developed rapidly and become the leader in the national LOMO market. It would be worthwhile to analyze and summarize its marketing strategy. This paper expounds on the brand background, industry background, STP analysis and 4P theory of the POP MART brand, and analyzes the marketing strategy of the POP MART brand. By reviewing the relevant literature in the last three years, this paper analyzes the brand problems and brand advantages. The advantages of the brand are obvious, such as the cooperation with many IP products, and exquisite product design. The acceptability of price and unit price of products is high. Brand marketing takes advantage of consumer psychology. Online and offline promotions are also plentiful. However, there are still some problems, such as low brand recognition, unsatisfactory customer promotion and insufficient product development. Customer loyalty and competitiveness of POP MART need to be improved. According to the above information, this paper puts forward several suggestions: The business should open a new market, such as the male market. Also, businesses should improve the product emotional value of the product and make the product become story innovative, etc. In cooperation with IP, the brand should analyze and understand the corresponding consumer groups of each IP, which can make more targeted update plans. Also, it enhances the brand awareness and recognition of its own brand.