Brand Value Chain Research Articles

The Road to Branding in the Digital Age: The Power and Challenges of New Media Influencers

This study aims to provide insights into the impact of new media influencers on brand management in the digital age. With the rise of social media, the role of influencers in guiding consumer decision-making has become increasingly prominent. This paper systematically analyzes the role of new media influencers in arousing consumers' "awareness", "interest", "desire" and "action" and their contribution to the whole brand management process, combining the brand value chain model and the co-branding normalization strategies. By comprehensively analyzing indicators such as the number of observers, the degree of interaction and the quality of content, this study successfully quantified the degree of influence of new media influencers at different stages. It was found that when choosing partners, brands should focus on their fit with the brand's core values, as well as on whether the influencer's audience segment matches the target market. Meanwhile, recommendations are made for choosing authentic and trustworthy influencers and establishing transparent partnerships in order to cope with market saturation and trust crises. In the Future Challenges and Solutions Outlook, in the face of changes in social media algorithms, the paper suggests that brands adopt a multi-channel strategy while emphasizing the importance of establishing clear KPIs and a collaborative framework. Finally, an in-depth analysis of the opportunities and challenges of the co-branding normalization strategies is presented, highlighting the importance of trust building, collaboration costs, consistency and public relations risks. This research provides practical data support and strategic recommendations for brand managers to better address brand management challenges in the digital age.

NaMo: transformation from flagship to parent brand

Learning outcomes After working through the case, the students should be able to understand Indian political economy and the brand building process of NaMo; identify the media mix strategies used to build the brand NaMo in India; evaluate possible future growth strategies for brand NaMo; and compare and contrast brand NaMo with business brands. Case overview/synopsis Narendra Modi popularly called as NaMo was the current Prime Minister of India. He belonged to Bhartiya Janata Party (BJP) which won India’s general elections in two consecutive terms 2014 and 2019. NaMo was recognised worldwide for his prudence in leading the country to greater heights of achievement. NaMo started his political journey as the worker of BJP at a tender age. His rise in political career was akin to flagship brand overtaking the parent brand. All the steps taken in the past to position himself as a cult brand, will it fortify to NaMo’s victory in 2024 general elections? Business firms may follow NaMo’s strategies. What can the business brands emulate from NaMo to market and position themselves? Can political success be transpired to business success? Complexity academic level This case is designed for use in a graduate-/postgraduate-level marketing course in segments on brand management, brand expansion and the marketing strategies of a market leader. The case can also be used in a brand management course to discuss brand management models (e.g. Keller’s brand resonance pyramid and brand value chain). This case has particular application for classes that focus on brand equity, STP for any brand (segmentation, targeting and positioning) and brand value chain. The case looks in detail at the Indian political market and brand building process of NaMo and examines competitive moves since its inception. This case can be used in brand management, media management courses. The dilemma can be explained as part of a marketing course for postgraduate and executive programmes. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing.

The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon

This study aims to contribute to the existing business strategy literature by exploring how brand-building activities contribute to the firm's value by analyzing the direct and indirect effect of investment in the brand value chain on brand resonance, profitability, and market value. This study is based on a random sample of 237 Certified European Financial Analysts and a questionnaire was employed. Harman’s single-factor test was conducted to define the presence of common method bias. Hayes Process Macro Model 5 was used to check the multiple mediation processes and indirect effects between the study's variables. The study employs the financial statements of Amazon.com, Inc. from 2010 to 2021 which has been analyzed under the standard multiple regression model. The study results reveal that Harman’s single-factor test extracts 10.397% of the total variance. On the other hand, there are significant positive relationships between the effect of investment in the brand value chain on brand resonance, profitability, and market value. The empirical evidence of this study provides an opportunity to learn about the effect of the investment in the brand value chain leads to increase brand equity which builds up in the customers' mindset and then transforms to market performance and profitability. The findings of this study can be a useful reference for future studies in academic research related to strategic thinking to maximize profitability and market value through the brand value chain.

Evaluating the Effectiveness of the Official and the Non-Official Social Media Brand Communication Methods on Egyptian Women’s Consumer-Based Brand Equity

Companies communicate their brands with customers through social media, either officially through their official pages or non-officially through social media users’ Electronic Word of Mouth or brand-related content created by Social Media Influencers. This study evaluates the effectiveness of these three brand communication methods on consumer-based brand equity (CBBE), including brand awareness, brand image, brand attitude and purchase intention. The study further clarifies the most influential consumer and firm-related factors on Egyptian women’s behavioural intentions. It identifies the motives for following the official and non-official brand communication methods, interaction with brand posts and characteristics of the most followed social media influencers. A total of 400 Egyptian women answered an online/offline survey. Moreover, four focus group discussions were conducted. Based on the modified brand value chain model, the findings indicate that users’ eWOM is the most followed and influential brand communication method in Egyptian women’s purchase intention. Most Egyptian women are silent followers and prefer to follow younger influencers interested in fashion, sports, travelling and visiting new places. Egyptian women’s age, working status, past brand experience, real need to purchase, visuals of brand posts and peer pressure are the most influential firm-related and consumer-related variables on purchase intention.

Brand awareness and relationship intention: the moderating role of perceived corporate social responsibility dimensions

PurposeUsing a hierarchical component model conceptualization, this study aims to investigate the moderating role of perceived corporate social responsibility (CSR) dimensions (i.e., economic, environmental and social) on the impact of brand awareness towards consumer relationship intention.Design/methodology/approachThis study used a two-stage disjoint approach of partial least squares structural equation modeling using data from 325 respondents based in a Southeast Asian region. The case of ecolabel brands was chosen as the context of the investigation.FindingsThe results suggest that brand awareness and perceived CSR dimensions positively impact consumer relationship intention. It was also observed that perceived CSR dimensions moderate the relationship between brand awareness and relationship intention. Consumers with more favorable sentiments of economic, environmental and social dimensions as reflected by the firms' CSR programs exhibit a higher degree of relationship intention.Research limitations/implicationsUsing the stakeholder theory as well as the brand value chain framework, this study adds to the literature regarding the significance of perceived CSR dimensions to better build and maintain relationships with the targeted customers of an environmentally friendly product. CSR strategies should be emphasized for relevant companies in terms of the economic, environmental and social aspects. According to this research, customer views about the three CSR initiative characteristics may act as a moderator in the interactions between consumer awareness and relationship intention.Practical implicationsCSR may be utilized in addition to traditional marketing communication to represent the firm's unique value proposition in the market. It is vital to create a CSR program that combines economic, environmental and social factors. Firms may collaborate with various stakeholders to ensure that their CSR initiatives include three elements.Originality/valueThis study adds to the literature on the moderating role of perceived CSR dimensions on the relationship of consumer brand awareness and relationship intention using the theoretical lens of the stakeholder theory and the brand value chain.

AN INVESTIGATION ON THE EFFECT OF AD EXPENSES ON BRAND VALUE IN THE BANKING SECTOR THROUGH PANEL DATA ANALYSIS

This paper aims to investigate the effect of ad expenses on brand value in the banking sector. The study was conducted based on the marketing investment approach, one of Keller and Lehmann's (2003) brand value chain model stages. In the study, banks that published their financial reports on the Public Disclosure Platform (PDP) between 2012-2021 and were in the top 100 in the Brand Finance Turkey-100 brand value ranking report in the same period were included. In this direction, data on the firms’ ad expenses were obtained from the PDP, and brand values were collected from Brand Finance Turkey-100 reports. Panel Data Analysis was used to reveal the effect between ad expenses and brand value. Findings showed that ad expenses have a significant and strong positive effect on brand value.

Strengthening the Branding of Lake Toba

Lake Toba is the largest caldera (giant volcanic crater) lake in the world, and it is located in North Sumatra Province. Lake Toba is designated as a priority destination by the Ministry of Tourism and Creative Economy. Furthermore, efforts to preserve nature and culture as well as ancestral heritage are needed to support the acceleration of tourism development. Foreign tourist visits to Lake Toba reached the highest point in 2017, which was 270,292 people. However, in 2018 this fell 14% to 231,465 people. The purpose of this study was to demonstrate that the level of tourist visits is not stable; that is, apart from the increase, there has also been a decrease in the level of tourist visits; and this was due to the weak approach used in destination branding. Descriptive qualitative methods were employed, using SWOT analysis, and data were collected through a literature review and social media analysis. The findings showed the need for strengthening the branding of priority destinations of Lake Toba, by strengthening and emphasizing the integrated marketing process and the brand value chain. This strength can come from the lake’s main advantages, namely nature tourism and cultural tourism. Accessibility to Lake Toba should also be improved. It is necessary to prioritize the process of creating branding of destinations and cooperation between the government, tourism industry, community, media and academics. Keywords: branding destinations, tourism promotion, priority destinations

Profit Model and Marketing Strategy Based Brand Value Chain: the Example of the Mobile Messaging Application LINE

LINE is the first social media platform to profit from offLINE retail. It has built an all-field value chain based on a series of its cartoon images, implemented a framework for multiple synergistic developments of core businesses (essential, derivative, and cross-industry product business), and created an IP value-integrated business model. It has also delved deeper into the vertical field of IP product marketing, maintained and enhanced user loyalty through scenario-based marketing and emotional marketing, and established the commercial value of world-class social media IP brands.

Building an Effective Branding Strategy: A Study Case of Raiment

Since the civilized era, branding has played a very important role in business activities which when people recognize the brand, they have a perceived perception of the object. Seems simple and practical, many people mistakenly think that brand-building is an easy thing to do and therefore many businesses are stuck or even fail because they are not built through the appropriate implementation of strategies. One of which included Raiment, an online platforms-based business which helps people to create or customize clothing products. Having a vision to simplify the process of procuring a clothing product that was previously considered inefficient, concerns started to arise after it was known that the number of sales generated by Raiment for more than 1 year operating did not have any significant progress. In fact, most of the sales generated are still related through relatives such as friends and families. The aim of this research is to help Raiment to be able to assess the related factors in building its brand and also develop the right strategy to be able to create a better brand. External and internal analysis are also used in this research to help see the root of the problems faced by Raiment. The external analysis included is Porter's Five Forces, PESTEL Analysis, and Competitor Analysis. Meanwhile, the internal analysis included is Company Analysis and Brand Audit Analysis. The results of this study indicate that the roots of the problems faced by Raiment are around unclear brand-building guidelines, lack of available budget, lack of knowledge regarding the industry, and also lack of brand marketing efforts. Several solutions were proposed to address the root causes of the problem in developing the Raiment brand, such as creating a brand positioning model to increase brand awareness, building a brand resonance model to build brand loyalty, and also creating a brand value chain model to measure returns from the allocated investment for brand marketing activities. The results of this research can also help other businesses in improving and strengthening the existence of their brands, especially in the Indonesian market. With a note, further studies related to the garment/convection industry need to be carried out due to the growing trend.

Sustainable Partnership: Operational Condition Analysis for Brand Value Co-Creation

Enterprises are the origin of social innovation. Enterprises implement sustainable relations through “people-oriented” social value creation, particularly other economic developments in the post-2020 COVID-19 pandemic no longer show linear development but more diversity. On the one hand, enterprises must face the fast social transformation towards AI and superintelligence. On the other hand, enterprises must cope with green sustainable development, emphasizing corporate social responsibility in innovative research and development. An increasing number of enterprises respond to the service-oriented and green sustainability-based consumer market today by expanding and collaborating between the upstream and downstream relations in supply chains. Therefore, enterprises must construct a healthy and sustainable dynamic value chain through value co-creation. The study analyzes the types of the dynamic brand value chain and the operational conditions that provide enterprises with the direction in searching for and establishing a sustainable partnership. We employ literature review, case analysis, and in-depth interviews to determine the types and causes of the dynamic brand value chain, followed by integrating sustainable design to verify the sustainability in the dynamic brand value chain model. The study findings show that growth in quadrants of culture for the tandem brand value chain acts as the primary motivation to strengthen a sustainable relationship. Subsequently, the development in pursuit of brand value creation will intensify the sustainable relationships and activities of the brand, causing sustainable partnerships to be more intense. The primary motivation for the branch brand value chain lies in the growth in quadrants of culture; the more extensive the development system, the more diverse the participating niche brand, and the brand value innovation of pursuit climbs higher.

Enhancement of Customer Satisfaction through Emphasizing on Customer Relationship Management, Brand Equity & Value Chain

This study attempts to evaluate the determinants of the combination of tested models of brand equity, service value chain and customer relationship management particularly in selected banking services for enhancing the satisfaction of the customer. The conceptual framework of these individual tested models is developed to offer customer satisfaction and delightnes. The applied structure of these tested models is based upon the customer-based brand value, also known as brand resonance model which contains five determinants such as brand images, brand salience, brand performance, brand judgment and brand services, culture & leadership, hassle free documentation & internet / e-banking services. The customer relationship management models contain identification of perspective & potential customer acquisitions, Product/service value proposition, Product/service portfolio analysis & mutually beneficial CRM. The Correlations were conducted and strong positive correlation between brand equity & customer relation management is observed. It can be seen that CRM model has highly influenced the customer satisfaction in banking sector. The multiple regression results indicate that the brand equity model, CRM and Value Chain model do have a significant influence in the customer satisfaction.

Enhancement of Customer Satisfaction through Emphasizing on Customer Relationship Management, Brand Equity & Value Chain

This study attempts to evaluate the determinants of the combination of tested models of brand equity, service value chain and customer relationship management particularly in selected banking services for enhancing the satisfaction of the customer. The conceptual framework of these individual tested models is developed to offer customer satisfaction and delightnes. The applied structure of these tested models is based upon the customer-based brand value, also known as brand resonance model which contains five determinants such as brand images, brand salience, brand performance, brand judgment and brand services, culture & leadership, hassle free documentation & internet / e-banking services. The customer relationship management models contain identification of perspective & potential customer acquisitions, Product/service value proposition, Product/service portfolio analysis & mutually beneficial CRM. The Correlations were conducted and strong positive correlation between brand equity & customer relation management is observed. It can be seen that CRM model has highly influenced the customer satisfaction in banking sector. The multiple regression results indicate that the brand equity model, CRM and Value Chain model do have a significant influence in the customer satisfaction.

Izgradnja tržišne vrednosti brenda

The brand represents valuable intangible assets and one of the most important resources that offers a number of benefits and therefore the brand must be constantly built and carefully managed. Through marketing efforts, companies try to create a strong and recognizable brand, which is actually something that exists in the minds of customers. Creation of a brand implies a number of activities: designing the brand elements, a unique trademark, characteristic propaganda messages and other activities aimed to position the brand on the market. The process of creating the market value of a brand aims to maximize the value of the brand itself. The three most important models in the brand planning and creating process are: brand positioning model, brand resonance model and brand value chain model.

New measure of brand equity status of a basketball club

ABSTRACT“Brand Status” is defined as a measure that examines the equity “health” and “strength” of a brand in each stage of the brand value chain. A six-stage brand value chain model was developed where Stage I highlights the marketing efforts of the brand equity building; Stage II focuses on the customer’s attitudinal mind-set; Stage III describes actual customer behavioral outcomes (such as attachment and commitment); Stage IV refers to the strength of the brand and its relative advantage in the marketplace (such as brand preference, re-purchase, and premium pricing); Stage V reflects the company gains in sales and profits and the last, Stage VI refers to financial value of the brand for shareholders. Analyzing data obtained from 1,330 fans of basketball clubs gave sufficient evidence to propose a “new” model that can be used to estimate the value scores of the brand’s equity status for each of the various stages in the model and provide the brand’s total brand equity status score.

The financial brand value chain: How brand investments contribute to the financial health of firms

Marketing and finance executives follow different objectives and focus on different stakeholder groups. Marketers want to create sales impact. Finance executives are concerned about the financial health of the firm. As a result, both worlds tend to be rather disconnected in their daily business. We argue that this does not reflect the dynamics of the firm where important marketing and financial metrics in fact interact. As long as marketing and finance officers do not fully appreciate the interplay of their key metrics, their decisions are likely to be suboptimal.This article proposes a simultaneous equation model that reflects the interaction of marketing and finance-domain variables in the value creation process. We focus on brand-building activities and the attraction of capital as major tasks of marketing and finance officers. Our model shows how advertising and other investments increase customer-based brand equity (CBBE) that in turn impacts financial leverage and credit spread and ultimately elevates the level of financial resources.Based on a broad sample of 155 firms covering various B2C industries, we test for the empirical relevance of our model. We also assess the practical significance of our results by transforming them into elasticities. Our results suggest that marketing and finance executives need to consider the dynamic interaction of their decision and performance variables to fully evaluate the effects of their decisions on the firm's financial health.

Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG

For decades, managers have analysed, planned and implemented long-term brand strategies based on customer mindset metrics (MSMs). Typically, such MSMs are customer satisfaction, liking, brand preference and Net Promoter Score (NPS). One of the core pillars, in brand management literature, is the assumed link between certain customer-based brand assets, often operationalized as MSMs, and future long-term market performance. However, few studies have systematically and broadly evaluated how the most common MSMs relate to actual performance data. This study investigates the link between the customer MSMs, most commonly used by practitioners, and their relationships with actual market performance. The paper explores 10 MSMs and 14 market performance metrics, in 10 categories, in the Swedish fast-moving consumer goods (FMCG) market. The study is based on survey data from 2007 that is compared to purchase panel household data from 2007 and 2010. Although MSMs are highly correlated to each other, their relations to brands' long-term market performance differ. A more nuanced approach to the MSM-market performance link is proposed, as there appears to be no single “silver bullet” MSM to rely on. Using a cash flow-oriented framework, the authors recommend opting for different MSMs depending on which of the three generic types of market performance (enhanced, sustained or accelerated) are targeted.

Assessment of Brand Equity Measures

Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap. Combining survey data with real market data, it assesses two types of brand equity measure: customer mind-set measures (brand knowledge) and product-market performance measures (revenue premium). The results confirm that the customer mind-set measure captures cumulative brand-building effects better and offers diagnostic information. However, the revenue premium is found as a better choice for continuous tracking of brand equity because (a) it could reveal the true changes in brand equity; (b) it is a practical and convenient measure since its data requirements are readily available; and (c) it flags any change in brand-equity before the customer mind-set measure. Furthermore, the product-market performance measure is found to precede the customer mind-set. This study also conducts the first empirical test of the well-known brand value chain model on real market data. Finally, operationalising the customer mind-set measure on real market data for the first time, this study confirms that advertising and distribution are positively associated with brand-equity, while price promotion is negatively associated. By considering multiple measures, this study improves the robustness of the findings as well as addressing marketing accountability issues.

Key dimensions of brand value co-creation and its impacts upon customer perception and brand performance

Purpose – This paper aims to identify key dimensions of brand value co-creation activities and empirically examine the impacts of different dimensions of brand value co-creation upon brand performance among Chinese industrial services firms. Design/methodology/approach – Key dimensions of brand value co-creation activities are identified and a research framework is presented based on qualitative interviews with three industrial services firms. Then, the conceptual model and 14 research hypotheses addressing the impacts of different dimensions of brand value co-creation activities upon brand performance are tested by conducting a questionnaire survey among 258 pairs of Chinese B2B services providers and their client companies. Findings – The research results show that: on the whole, integration of brand value chain and service-dominant logic (SDL) can lead to stronger theoretical explanation about the industrial services brand value and brand performance. In other words, value co-creation activities among multiple stakeholders can help customers perceive brand value in a favorable way and finally improve brand performance; branding process involves eight kinds of value co-creation activities on four interfaces between firm-employees, firm-customers, employees-customers, and firm-other stakeholders, indicating that the cultivation of industrial services brand needs a broader stakeholder perspective; value co-creation activities on the firm-employees interface is original driver of brand development by impacting brand value and brand performance via value co-creation on other interfaces. Originality/value – This paper is the first kind of research that empirically explores the formation mechanism of industrial brand value from the perspective of SDL and also provides insightful implications for managers by pointing out that B2B service providers need to consider the interactive value co-creation behaviors in the social network constructed by different stakeholders in order to improve brand management performance.

How global brands create firm value: the 4V model

Purpose– The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.Design/methodology/approach– The approach is conceptual with illustrative examples.Findings– The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other.Research limitations/implications– The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs.Practical implications– International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C-Suite.Originality/value– The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.

Learning creativity in the client‐agency relationship

PurposeThis study aims to investigate creativity‐related determinants of learning in the context of business‐to‐business services and client‐agency relationships.Design/methodology/approachThe research model includes client encouragement, agency creativity, campaign creativity, and perceived performance. The study involved conducting a questionnaire survey in 150 publicly‐traded companies in South Korea.FindingsThe results show that client learning from agency services is the result of the creative process of the agency and the creativity of the service outcome itself. Client learning from marketing services also varied depending on different performance ratings.Originality/valueThe study elucidates client learning as the central process of value co‐creation in the brand value chain. It produces several unique findings and managerial takeaways for building up better co‐creation environments in the context of business‐to‐business services.