Branding Capabilities Research Articles

Optimalisasi Branding Melalui Digitalisasi Bisnis UMKM Dapoer Athakiela

The community service program aims to improve branding capabilities in Micro, Small and Medium Enterprises (MSMEs). In the digital era, MSMEs face big challenges in marketing their products effectively. For this reason, this program is designed to provide comprehensive training and assistance in building a strong brand and an effective digital marketing strategy. Athakiela Kitchen, as one of the MSMEs in Wiyung District, has not yet carried out branding for its business. The focus of this service is to help Kitchen Athakiela MSMEs implement good branding using digital marketing. The service method used is through counseling and training on branding and digital marketing. The results obtained from this service were the creation of the Athakiela Kitchen branding by creating an MSME logo, product labels, banners and product photos. Athakiela Kitchen can also market its products through the Instagram account that has been created.

Building a value-creating brand in internationalizing small and medium-sized enterprises

PurposeEmpirical evidence of the value creation process through which internationalizing small and medium-sized enterprises (SMEs) develop international branding capability (IBC) to build a value-creating brand in international markets is incomplete. This research aims to investigate a theoretical framework for the determinants and outcomes of IBC in internationalizing SMEs.Design/methodology/approachUsing surveys of 519 internationalizing SMEs, this research empirically verified the antecedents to and effects of IBC on SMEs’ value creation, which thus translates into superior performance. Furthermore, this research explores contextual factors influencing the value creation process in SME internationalization.FindingsFindings show that SMEs with strong international marketing resource orchestration (IMRO) and relational capability are more competent in developing IBC, which assists resource-constrained SMEs to create value, as manifested through international brand equity (IBE) and improved international performance. Moreover, environmental uncertainty enhances the interplay between IMRO, relational capability, and IBC, while new entrant pressure strengthens the relationship between IBC and IBE, and price competition pressure magnifies the impact of IBE on international performance.Originality/valueOur study pioneers conceptualization of the value creation process through which SMEs develop IBC to build value-creating brands in international markets, overcoming the liabilities of smallness and outsidership.

The impact of entrepreneurial marketing on new venture brand image and performance: a capability perspective

PurposeThis study aims to examine the underlying mechanisms through which entrepreneurial marketing (EM) promotes the development of a favorable brand image and enhances sales growth and market share in new ventures (NVs).Design/methodology/approachThe authors tested the theoretical model using a multi-informant design in which survey data were collected from NV entrepreneurs and marketing managers. Hypotheses were tested using linear regression and PROCESS analysis.FindingsThe authors demonstrate the significance of EM as comprising two NV capabilities – first, the level of complementarity between entrepreneurial orientation (EO) and market orientation (MO) as a dynamic capability, and second, brand management capabilities (BMCs) as an operational capability – in shaping a favorable NV brand image and promoting market performance.Research limitations/implicationsThe authors offer a novel perspective by demonstrating that EO and MO yield complementarities in driving NVs’ BMCs, which, in turn, drive brand image development and market performance for NVs. In doing so, the authors demonstrate novel theoretical implications for the relevance of EM to NV branding, which, to date, has received scant attention in the literature.Practical implicationsThe authors identify a potential avenue for entrepreneurs and NV managers to mitigate the potential failure rates by simultaneously pursuing a higher level of EO and MO and investing in brand-building activities. Such efforts can help enhance brand image, drive sales growth and foster long-term success.Originality/valueTo the best of the authors’ knowledge, this study is the first to include brand capabilities as an element of EM, examine EM in NV brand image development and identify the role of EM capabilities relevant to NV brand building and market performance simultaneously.

Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View

Do firms fully capitalize on the financial strength of their customer-based brand equity (CBBE)? If not, how large is the gap to a benchmark condition where CBBE is financially fully leveraged? Which market strategies, if any, should the firm emphasize to close the gap? This research addresses these questions. The authors introduce a framework and methodology that enables firms to identify and measure their “brand capabilities gap,” which captures the firm’s potential for leveraging CBBE into firm value when the most effective and efficient brand leverage strategy is in place, and, if necessary, take corrective action to realize their brand leverage potential. The authors further examine three market strategy moderators that firms can steer via their marketing programs and tactics to close the brand capabilities gap. The application of the framework and methodology to a wide-ranging sample of firms from 2005 to 2013 reveals that, on average, firms only realize 35% of their financial brand leverage potential. This translates into an average brand capabilities gap worth $2.1 bn per brand, which represents 4.3% of firm value. These findings have important implications for strategic brand analysis and planning and can help firms design a more effective financial brand leverage strategy. This paper was accepted by Raphael Thomadsen, marketing. Supplemental Material: The online appendices and data files are available at https://doi.org/10.1287/mnsc.2022.00670 .

Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

PurposeThis study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating effects of external and internal branding capabilities on the BO-export performance link, and the moderating influence of institutional environment, i.e. regulatory turbulence and policy support.Design/methodology/approachA time-lag primary data was collected from two-wave survey of 684 cross-industry exporting small and medium-sized enterprises (SMEs) using an online-email based survey technique, and the research model was validated using ordinary least squares regression analysis in SPSSV.27 and Hayes’ PROCESS macroV.2.13.FindingsRegression findings indicate that the relationship between BO and export performance is not direct, but rather mediated by means of both external and internal branding capabilities. It further helps to uncover the dual role of institutional environment, with regulatory turbulence weakening and policy support strengthening the indirect influences of BO on export performance via external and internal branding capabilities.Research limitations/implicationsThis study advances branding literature by conceptualizing and empirically testing the role of BO associated with internal and external branding capabilities and, subsequently, with export performance.Practical implicationsThe research findings indicate that brand-oriented SMEs must actively engage in the development of branding capabilities to improve their export performance.Originality/valueWhile brand creation is essential for the success and growth of SMEs competing in the worldwide marketplaces, there is a dearth of research explaining the underlying mechanisms and boundary conditions through which BO influences export performance.

Marketing Capabilities, Strategy, and Performance in International Small- and Medium-Sized Enterprises

When expanding abroad, small- and medium-sized enterprises (SMEs) experience various constraints, especially the liabilities of small size and foreignness. In this study, the authors examine postures, capabilities, and strategies related to international brand marketing that help SMEs overcome such challenges, establish a brand presence, and attain superior performance in foreign markets. Framing the investigation in the internationalization and capabilities perspectives, the authors employ multimethod approaches in a two-phase study among internationalizing SMEs based in Taiwan. In the first phase, they undertake an extensive literature review and then conduct case studies to formulate a conceptual model. In the second phase, the authors validate the model and associated hypotheses using survey data from a large sample of SMEs that target their products to markets worldwide. Results point to critical roles for these key constructs—international entrepreneurial orientation, international social media capability, and international market knowledge capability—as key antecedents to international branding capability and international brand strategy, in SMEs’ international performance. The authors discuss the theoretical and managerial implications of these findings, highlighting the role of the critical constructs identified previously in driving superior international performance in resource-constrained SMEs.

IT Based Business Transformation Research of XLY

Under the impact of mobile e-commerce, traditional supermarket operations are facing greater competitive pressure. Many traditional supermarkets are looking for a way out, relying on their accumulated supply chain, customer base, and brand capabilities to transform into e-commerce channels. XYL is a department store retailing company, has also followed the needs of the times and embarked on the road of digital transformation, opening an online store, and realizing online and offline integration. However, XYL is still in the early stage of transformation and still faces many problems such as long delivery time. This report focuses on the problem of late delivery of goods in XYL, through identify the process most relevant to the problem and diagnose problems in the current process to provide suggestions for the redesign and implementation of the process.

The positive effects of digital media design combined with AI intelligence on art brand planning and promotion

Abstract With the development of science and technology, digital media and AI intelligence are currently spreading to the traditional brand planning and promotion business, and more and more brands will adopt an empowered brand promotion business in the future. This paper is based on natural language processing and other AI intelligent technology, which includes image, copy, comment, and audio data processing for advertising promotion intelligent creation systems. Combined with the characteristics of art brand planning and promotion, based on the principle of comprehensiveness and importance, it constructs a system of factors influencing digital media and AI intelligence on brand promotion from the four dimensions of brand product, brand capability, brand market, and brand support. The results show that the average purchase intention index of the brand promotion mode integrating digital media and AI intelligence is 4.9710, which is significantly higher than that of the traditional promotion mode, which is 4.1354. This study can help art enterprises identify the relationship and key elements between the influencing factors of brand promotion and guide brand enterprises to implement more targeted brand planning and promotion strategies.

Understanding employee branding capability and country-of-origin image impacts for internationalised firms

This article focuses on understanding the role of employee branding capability (EmpBCap) in leveraging country-of-origin image (COI) as a firm resource. Drawing from the resource-based theory and signalling theory, we identify that EmpBCap enhances COI as a country-specific advantage (COI-CSA). Three sets of data were gathered, with 1,060 observations of executives working within internationalised Portuguese and Brazilian firms. Using psychometric procedures and SEM, the findings show that EmpBCap capability is an antecedent of COI-CSA and exerts an indirect effect on firm performance. The article extends previous research on COI from the supplier perspective by addressing calls for COI management research and provides further knowledge on internal brand management

Personal Political Branding: Strategi Kampanye Ganjar Pranowo Untuk Pilpres 2024 di Social Media Twitter

In this digital age, social media has become a powerful platform to communicate and influence public opinion. A critical aspect of using social media is its ability to strengthen political branding, which is how a politician or political party builds their image and identity in the eyes of the public. Political branding refers to creating a political image and identity for a candidate, political party, or political movement in society. Ganjar Pranowo, as the Governor of Central Java, utilizes Twitter as a medium to strengthen the value of political branding. This research aims to explain Ganjar Pranowo's political branding strategy through his Twitter social media account. This research uses a qualitative method; then, the researcher uses the Nvivo 12Plus application to analyze the data. The results of this study show that political branding efforts made by Ganjar Pranowo include: First, Ganjar Pranowo presents himself as a religious leader. Second, Ganjar Pranowo presents himself as a leader close to middle to lower-class people. Third, Ganjar Pranowo presents himself as a leader who upholds ethnicity and culture. Fourth, Ganjar Pranowo displays that he is a leader who supports improving the community's economy through UMKM. Fifth, Ganjar Pranowo presents himself as a leader close to the younger generation. Ganjar Pranowo's political branding capability lies in personality attributes. The personal attributes found in the Twitter account @ganjarpranowo include: First, competence as a leader. Second, passion and dedication. Third, leadership style. This research is expected to provide an overview related to political branding from political actors and stakeholders.

The Impact of Absorption Capability, Innovation Capability, and Branding Capability on Firm Performance—An Empirical Study on Vietnamese Retail Firms

This study aims to explore the impact of absorption capability, innovation capability, and branding capability on the performance of retailers. Using the resource-based view (RBV), this study proposes a research model on the direct impact of absorption capability, innovation capability, and branding capability on firm performance as well as the indirect impact of absorption capability on firm performance which is mediated by both innovation capability and branding capability. By surveying 201 middle and senior managers representing 201 Vietnamese retailers, PLS-SEM was used to test the hypotheses. The research results show the important role of developing innovation capability and branding capability in improving retailer performance. The findings also reveal the significant impact of absorption capability on retailers by an indirect mechanism through innovation capability and branding capability. Based on the findings, practical implications for Vietnamese retailer managers are suggested to improve their performance by strengthening and developing absorption capability, innovation capability, and branding capability.

Presenting the branding model of Iran's sportswear industry using Grounded Theory

The aim of this study was to present a branding model of Iranian sportswear industry using data-based theory. The research method is qualitative with a systematic analysis approach. The statistical population included all senior managers of sports production companies, university professors in the field of sports management and marketing, and scientific documents and resources. A sufficient number of statistical samples based on theoretical saturation were purposefully selected and available. The research instruments included systematic library study and semi-structured interviews and the validity of the instrument was assessed using desirable qualitative validation methods (content validity). Coding and conceptual framing methods were used to analyze the findings. Conceptual framework of sportswear brand in Iran in 14 general areas including brand capability, brand characteristics, brand competitive advantage, brand love, market developments, economic weakness, sportswear branding, brand reconstruction, social media branding, brand creativity and innovation Is the rotation of the sports economy, promoting brand value, improving brand performance and brand loyalty. The framework presented in study creates an understanding of the dimensions of the sportswear brand based on its relationship with a set of different activities. Based on this framework, it is possible to make an objective assessment of the level of management activities in each sports production company and provide scientific information on the appropriate measures that sports organizations should take for branding.

Pengaruh Penggunaan Media Sosial terhadap Kinerja Pemasaran selama Pandemi Covid-19 dengan Mediasi Kemampuan Inovasi dan Kemampuan Branding (Studi pada Pelaku UMKM yang Menggunakan Media Sosial).

The Covid-19 virus that spreads globally has an impact on economic growth in Indonesia. Several business sectors have experienced a decline in performance due to the government's restrictions on outdoor activities to prevent the spread of this virus. For this reason, SMEs must be able to adjust their marketing channels from offline to online to optimize marketing performance during the Covid-19 pandemic. One of the online marketing tools is social media. This study investigates the use of social media on marketing performance with innovation capability and branding capability as mediating variables. This study uses 200 samples of respondents who are the owners of SMEs that collected through an online questionnaire. We use the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media has a significant effect on innovation capability and branding capability and helps SMEs improve their marketing performance. This research also proves that innovation capability and branding capability successfully mediate the influence of the relationship between social media use on marketing performance.

Dynamic capabilities, innovation and branding capabilities and their impact on competitive advantage and SME's performance in Portugal: the moderating effects of entrepreneurial orientation

PurposeThe purpose of this paper is to understand the impact of dynamic capabilities (DC) (in the view of exploration and exploitation) on competitiveness and performance, considering the mediating role the innovation capability (IC) and branding capabilities (BC)on competitive advantage and firm’s performance and the moderating role of entrepreneurial orientation (EO).Design/methodology/approachThis investigation proposes a theoretical model tested using structural equation modelling (SEM). Multi-group analysis was performed to understand the moderating role of. A questionnaire survey was developed to explore the relations between DC and innovation variable. For this study, 387 valid questionnaires were collected from a sample of Portugal SME’ firms. A 90-item questionnaire which consists to study the relationships among all the variables.FindingsThe results show that exists a positive direct and indirect influence of DC on competitive advantage and performance variables and mediating impact the IC and BC.Research limitations/implicationsThis study has some methodological limitations affecting its potential contributions. As a cross-sectional study that captures one image in time, its ability to identify strict causality between variables is limited. Furthermore, the results are based on log collected from a key respondent, rather than broader actual data. The results are restricted to one country, Portugal. Some variables, such as ICs, may play a different role in other countries. Future research should initially target different countries. Such research could then test the generalizability of the results.Practical implicationsThis study has important implications for the managers. It highlights the necessity of firms to develop superior strategic orientation of all their members and to invest in better resources and consequently superior capabilities as a way of achieving high levels of firm performance. Another implication from the study is that the firms should develop their marketing programs by focusing on developing innovativeness.Originality/valueThis study contributes to the understanding of the indirect and direct impact of exploration and exploitation variables, and the mediating role of ICs and BC on the competitive advantage and performance and the moderating effect of EO.

THE IMPACT OF FIRM’S CAPABILITIES ON DIGITAL BRAND PERFORMANCE OF SME’S ONLINE BUSINESS

In online business, firms are very sensitive to any changes in the market including internet application for business operation usage. The growth of online business in Malaysia is not in line with the interest of digital brand performance to improve the competitiveness of the companies and maintain their position in the market. Hence, this study aims to investigate the factors that influence digital brand performance in SME. This study employed Resource Based View (RBV) theory which is a unifying framework for the fundamental determinant of digital brand performance. The study examines the relationship between firm’s capabilities (innovation capability, branding capability, market-sensing capability, human and organization capability) and digital brand performance. A total of 155 SMEs online business participated in this study. The result of this study found that both market sensing and human and organization capability have significant impact on digital brand performance in SMEs context. Recommendation and suggestion for future research were also discussed to improve digital brand performance for Malaysian SMEs online business.

Investigating international strategic brand management and export performance outcomes in the B2B context

PurposeDrawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess the relationship, this paper also sets out to discover what antecedent international resources, (financial resources) and international capabilities (market information, branding and marketing planning) contribute to the ability of B2B exporters to effectively manage their brands abroad.Design/methodology/approachA mixed method firm-level approach was employed. First, a qualitative study of 34 in-depth interviews explored the focal inter-relationships and constructs identified within the literature. A survey of 208 successful UK exporters was then conducted and the results were analysed using structured equation modelling.FindingsThe results confirm that certain marketing capabilities (branding and marketing planning) are advantageous antecedents to the employment of effective SBM in foreign markets which, in turn, leads to increased financial and market performance internationally.Practical implicationsThis paper outlines practical brand management considerations managers need to account for to achieve effective exporting. Practitioners are advised to prioritise the development of robust international branding and marketing planning capabilities which can enable them to exploit their limited financial resources for optimal benefits. Furthermore, by developing these capabilities, firms can focus on the essence of their brand and communicate their brand image through the effective strategic management of their brand to business customers, evoking positive brand associations, enhanced perceived brand value and the achievement of increased export performance.Originality/valueThis paper is the first to focus on international SBM as the deterministic factor leading to improved B2B export performance. An innovative framework is offered which positions the pivotal role of International SBM as the central focus. The construct for international branding capabilities is extended specifically for use in the B2B domain.

Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets

This paper explores the effects of brand licensing on brand orientation and brand capabilities for fashion small to medium-sized enterprises (SMEs) in domestic and international markets. This work’s aim is to examine whether and how brand licensing can be a strategic marketing choice for footwear SMEs with reference to the licensee’s perspective. This paper addresses the literature gap of brand licensing in fashion SMEs, by observing that such a choice can be used strategically, not only to develop own brands, to overcome brand barriers and to reinforce the own brand orientation, but also to acquire and develop brand capabilities. The study is mainly exploratory and based on the qualitative research approach of multiple case study methodology. The firms under investigation are five Italian footwear SMEs with a brand portfolio composed of both owned and licensed brands. According to study findings, brand licensing seems strategic to build effective and lasting competitive advantage by acquiring, and furtherly developing, brand capabilities. This seems to support the idea that brand licensing can represent a useful tool to overcome brand barriers, but also to interact with the company’s knowledge management domain.

Brand capabilities in English Premier League clubs

ABSTRACTResearch question: While brand management has attracted considerable academic attention over the past three decades, the brand capabilities within sport organisations, as well as their corresponding brand processes and brand managers’ perceptions, can be still considered unchartered territory, despite their key role in the wider brand management process. Differing to existing studies, this research focuses on English Premier League (EPL) clubs in an attempt to uncover the current brand capabilities landscape, by investigating practitioners’ views and brand guidance, training, updates and control processes in practice.Research methods: Qualitative data were generated from semi-structured interviews with marketing managers from 30 EPL football clubs, conducted in two phases with each club, in order for the progress in brand capabilities to be also studied.Results and findings: By capturing the brand processes and practitioners’ perceptions, the existence of diverse views and systems is outlined, indicating that the brand capabilities landscape of the EPL consists of three broad categories; the advanced, the antithetic and the atypical brand. Each is linked to different brand processes and perceptions. The perceptions and practices uncovered reveal the existence of brand misconceptions among the clubs, while highlighting the slow pace of, challenges and resistance to, change in the existing practices.Implications: Outlining the current brand capabilities landscape of the EPL clubs in this study allows for a non-pre-prescribed view of brand processes and perceptions in practice, while illustrating the potentially unanticipated forms that brand capabilities can take in the context of sport.

The freshness of the fell streams: contextualizing the success of Lapin Kulta Beer in the 1960s

PurposeAs Finland became an associate member of the European Free Trade Association in early 1960s, the domestic brewing industry faced a new threat posed by imported beer. It was neutralized effectively with joint and individual efforts of the breweries. This paper aims to analyze the maneuvers taken by Tornion Olut Oy to brand its new product, Lapin Kulta, which ultimately became the most popular beer in Finland. In addition, the contemporary changes in the Finnish society with related social tensions are shown to have contributed to its success significantly.Design/methodology/approachArchival research focusing on primary sources complemented with biographies, historical newspaper and magazine articles as well contemporary research papers with an aim to reconstruct and better understand the historical and social context of the events.FindingsThe success of the Lapin Kulta beer in 1960s was not only based on the effective marketing, although a well-thought name, the successful participation in international beer “competitions” enhancing the brand and both improved distribution and logistics certainly contributed to it. Instead the success is shown to have depended also on seemingly odd collection of external factors. However, when put together, the success is shown to have been based on brand's capability to address the social tensions present in Finland during 1960s.Originality/valueThe importance of the context reconstruction in historical marketing research is underlined as developments traditionally attributed solely to product qualities and marketing may equally stem from a multitude of external factors. As a case study, the research represents a fresh take on the subject through a variety of previously neglected sources.

Market orientation and hotel performance: investigating the role of high-order marketing capabilities

PurposeUsing the resource-based view (RBV), the purpose of this paper is to examine the potential mediation effect of customer relationship management capability, branding capability and service innovation capability on the established link between market orientation (MO) and hotel performance. It further investigates the complementarity between these capabilities in relation to hotel performance.Design/methodology/approachThe survey data were collected from 216 UK hotels. AMOS 23 was used to analyse the research data.FindingsThe link between MO and hotel performance appears to be indirect via customer relationship capability, branding capability and service innovation capability. The three capabilities also appear to play different complementary roles when affecting hotel performance.Practical implicationsThe current study offers hotel managers a ranking of the contribution of individual capabilities to hotel performance. It also helps them to make better investment decisions in developing the right capability combinations to enhance their hotel performance.Originality/valueThe research is based on integrating MO and RBV into a single framework to gain a deeper understanding of the relationship between MO and high-order marketing capabilities and how these factors shape hotel performance.