Brand Concept Research Articles

‘I wouldn’t call myself a brand, but many people say my name could serve as a brand.’ Exploring a conceptualization and typology of athlete brands

ABSTRACT Research Question Building on the literature on human branding, athlete branding, and branding capability, this study examines the brand building process of athletes and is the first to derive an athlete brand building typology. Research Methods Semi-structured interviews with 13 professional and semi-professional German athletes were conducted in 2018. The interviews were enriched with data from the athletes’ Instagram accounts. To verify the data and obtain deeper insights into the athletes’ branding capabilities, the study was repeated with 12 of the 13 athletes prior to the 2021 Olympics in Tokyo. Results and Findings The findings indicate the first typology of athlete brand building with three specific types of human brands: brand antagonist, brand supporter, and brand manager. These three types can be differentiated by the athlete core, the brand concept, the role of social media, the sport ecosystem, and their sponsorship relationships. Implications This study contributes to a deeper understanding of the emerging field of athlete branding. The typology can help athletes and their managers to design specific brand building activities depending on the respective athlete type. Additionally, this study is the first conceptualization and typology of athlete brand building. Furthermore, this study marks a starting point for a more comprehensive understanding and further research on athlete branding.

MSME Assistance Through Tempe Product Branding by Opinionjo Village Purwodadi

Tempe in Parerejo Village, Purwodadi, Pasuruan, has good potential; therefore, in addition to making raw Tempe, Tempe artisans also innovate by processing it into various products, such as tempe chips and Tempe pudding. However, it is known that the problems MSMEs face in Parerejo Village, Purwodadi, are in the promotional media that could be more attractive, and there is a need for more understanding of business actors regarding branding. Community service through mentoring MSMEs aims to empower MSME actors in Parerejo Village and increase public knowledge about branding strategies. The method in this service is CBR (Community Based Research). The results of community service through this mentoring can impact the MSME community in Parerjo-Purwodadi Village by increasing Brand Awareness, building brand image, having an online MSME community, and increasing sales. After this mentoring, MSME participants gain insight into the concept of branding, which can increase product appeal and use relevant advertising techniques to reach a wider audience. Through interactive sessions and direct practice, participants learn how to brand products and utilize digital platforms, including social media.

Consumer behavioural model and the mediating role of branding concept on consumer willingness to purchase electronics products

This study ascertained the impact of the consumer behavioural model and the mediating role of the branding concept on consumer willingness to purchase a Samsung family brand in South Africa. This objective is motivated by the highly competitive and dynamic nature of the electronics market, where various factors influence consumers in their decision-making processes. Consequently, additional conceptual variables may also affect consumers' willingness to purchase a Samsung family brand. To achieve the study's objective, a quantitative research method was employed, involving data collection from 150 students at a university in Mthatha. Inferential statistical analysis was conducted through structural equation modelling to elucidate the relationships between variables, utilising SmartPLS and SPSS software as analytical tools. The findings of this study revealed a positive and significant impact of individual factors and branding concepts on consumer willingness to purchase the Samsung family brand. In contrast, social factors and the purchase situation exhibited a positive impact but were deemed insignificant regarding consumer willingness to purchase the brand. Therefore, it is established that, in addition to the positive impact of the consumer behavioural model on consumer willingness to purchase a Samsung family brand, the branding concept also plays a mediating role in this willingness. This study recommends that dealers and marketers of the Samsung family brand place greater emphasis on consumer-valued aspects of both social factors and the purchasing situation, with a particular focus on individual factors and the branding concept, to attract more consumers, particularly rural university students in South Africa.

Internal employer brand, employee engagement and perceived organizational support:A review of literature

The satisfaction of existing employees and the retention of talents are the basic elements of organizational success. In this context, this study intends to build a research model of "internal employer branding - perceived organizational support - employee engagement", aiming to explore whether the process and method of employer brand building within an enterprise can improve the engagement of existing employees. Employer branding was initiated by Ambler and Barrow (1996) with an aim to attract and retain the best talent through various activities, and the contemporary research has proven that if branding of the organization is done in an effective manner then it retains the best talent; further, it enhances job engagement and motivation. The present chapter elaborates the concept of employer branding, benefits, and importance of employer branding. Recent surveys and trends of employer branding have also been discussed, Perceived organizational support may be another important antecedent variable for employer branding.

Canva Rebranding and Product Photography Training for the Development of MSME Actors in Kenongo Village

The increasing competition in the Micro, Small, and Medium Enterprises (MSMEs) sector, particularly in the culinary field, necessitates effective branding strategies to enhance marketability. Despite the potential of rebranding to improve visibility and customer engagement, many MSMEs lack the skills to create compelling logos and packaging that reflect their brand identity. This study addresses this knowledge gap by implementing a training program in Kenongo Village focusing on rebranding using Canva and product photography. The primary aim of this training was to enhance the design capabilities of 16 MSME participants, particularly those without existing logos or employing simplistic packaging. Post-training assessments indicated a significant improvement in participants' understanding of rebranding concepts and their proficiency in utilizing the Canva application, resulting in logos and packaging that added value to their products and improved their market image. This training introduced participants to digital design tools, fostering a stronger visual identity for their businesses. While some participants experienced technical challenges due to varying levels of digital literacy, the training effectively motivated them to prioritize the development of their brand identity, suggesting that similar initiatives could be beneficial for other MSME groups seeking to enhance their competitiveness in the market. Highlights: Training Impact: Significant improvement in design skills and understanding of branding concepts among participants. Digital Literacy: Varying levels of digital skills presented challenges, highlighting the need for tailored training approaches. Market Competitiveness: Enhanced visual identity can lead to improved product image and broader market reach for MSMEs. Keywords: rebranding, MSMEs, Canva, product photography, culinary sector

Enriching the concept of employer branding: investigating its impact in the service sector

Enriching the concept of employer branding: investigating its impact in the service sector

War and Its Imagery: The Visual Narrative of the Ukrainian State’s Instagram Account Ukraine.Ua as a Tool of Digital Public Diplomacy

ABSTRACT This article presents an empirical analysis of the Instagram account Ukraine.ua, a key component in the Ukrainian government’s communication efforts following the Russian invasion on 24 February 2022. Operated by the Ministry of Foreign Affairs in tandem with the NGO Brand Ukraine, this account has been instrumental in shaping Ukraine’s digital communication strategy. The research delves into both the qualitative and quantitative aspects of the textual and visual content posted on this Instagram page, reconstructing the visual storytelling employed to influence perceptions of Ukraine, highlighting its distinctive features and their coherence with Ukraine’s strategic objectives. The results of the empirical analysis are interpreted through the lenses of Public and Digital Diplomacy, alongside the more specific concepts of Nation Branding, Selfie diplomacy and Reputational Security. The latter, Reputational Security, is pivotal to this analysis, emphasising the significance of a positive national image in managing crises effectively. The insights gleaned from this case study offer an important understanding of Public Diplomacy and its ramifications, especially underscoring the role of digital platforms in the realms of international relations and crisis management. The article concludes by reflecting on how this case study enriches our comprehension of Public Diplomacy and propounds new questions for future scholarly enquiry

Типология национальных брендов

The article analyzes the concept of a national brand as a relatively new one that does not have a single scientific interpretation. In the course of the study, the national brand is considered as an independent unit of analysis, not equivalent to the image or image of the state. The author examines examples of modern national brands and suggests their possible typology on four grounds by the target group of stakeholders, by the symbolic capital used, by the purpose of branding campaigns and by the term of brand application. The author believes that this typology may have practical significance during the development of a new national brand in Russia. The article concludes that it is necessary to form an umbrella and perpetual brand in Russia that would fully utilize cultural, natural and innovative national capital, taking into account modern changes in the geopolitical landscape.

City Branding to Solve Social Problems? – The Eigendynamik of management concepts

It is well know that management concepts tend to spread from corporate to public organizations. Branding is an example of such a concept, with suggestions that it can address not only economic but also social issues, often referred to as “inclusive branding.” This ethnographic study explores how branding is received and spreads in a Swedish city, and analyzes efforts to use branding to tackle inequality and segregation. Our findings reveal that the initial focus on social problems was glossed over in favor of following corporate branding ideals, but also that city communicators expressed critique, confusion, and doubt regarding the relevance of branding to their work. Surprisingly, this did not slow down but rather energized the branding process. Through an interactionist analysis, we suggest that rather than addressing social problems, branding in cities may give rise to an Eigendynamik, signifying a self-energizing inner dynamic fueled by a tension between “frames,” specifically between the branding frame and the civic frame of the city. This theorization lays the groundwork for contributions to the understanding of inclusive branding: it can start with good intentions to address civic issues but may get swept up in corporate branding concepts and activities that are ill equipped to deal with social issues. More generally, complementing established notions of translation and colonization, our study provides a novel understanding of how management concepts migrate from corporate to public organizations through what we call frame-induced Eigendynamik. Overall, we contribute by shedding light on the role of self-energizing processes as reasons why organizational members engage with management concepts even when they struggle to see their relevance to their work.

Community Shaping and User Segmentation: A New Approach to Shaping Consumer Stickiness--Take Lululemon as an Example

In recent years, social marketing has become an indispensable part of the marketing strategies of major sports brands. This article uses literature analysis, case tracking and other research methods to analyze the social marketing of Lululemon, a well-known Canadian sports brand. The study found that Lululemon makes full use of user segmentation to locate its target audience, and then carries out community building for the target group, combining online and offline, so as to better convey the brand concept, arouse consumer resonance, and achieve the purpose of strengthening consumers' brand stickiness. Based on this analysis, this article puts forward several inspirations for the community marketing of major sports brands: carrying out user segmentation and accurately positioning brand target groups is the foundation; focusing on consumer experience feedback, creating efficient communities, and conveying the core concepts of the brand are the key is to increase consumer stickiness and improve consumer loyalty to the brand.

Digital tools for territory branding

Territory branding is actively used for the deve­lopment and promotion of villages, towns, cities, regions, and countries in the modern world. And if earlier traditional marketing tools were enough for effective branding and promo­tion, today it is mandatory to use digital mar­keting methods and tools. The aim of the article is to substantiate and systematize digital ma­rketing methods and tools for territory branding. When conducting the research, general scientific and special methods were used: dialectical, analysis and synthesis, induction and deduction, comparative analysis, grouping, structural-logi­cal, logical generalization of results, as well as graphic. The essence, the principles and func­tions of territory branding have been determi­ned. Segments of the target audience for the promotion of territory brands have been identi­fied, such as: investors, entrepreneurs, the popu­lation, tourists. The brand development direc­tions of Ukraine and its territories are outlined. The internal and external factors of the marke­ting environment of territories are highlighted and the concept of territory branding in the digi­tal environment has been given. Digital chan­nels, methods and tools of territory branding are substantiated and systematized.

Brand purpose: a literature review and BEING implementation framework

PurposeWhile brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.Design/methodology/approachThe paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework.FindingsBeyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action.Practical implicationsThe BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations.Social implicationsAs more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world.Originality/valueThis work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.

Impact of Employer Branding on Job Satisfaction: A Conceptual Framework

Purpose: Over the years, organisations have gained an immense realisation that employees are their biggest source of competitive advantage. Apart from attracting, recruiting, and selecting the best employees, organisations need to find ways to motivate and retain them as well. To do so, they need to cater to the needs of both current and prospective employees. The aim of the study is to provide a comprehensive review of the concept of employer branding and its relationship with job satisfaction. Research Method: The study reviewed empirical papers, review studies, and conference papers published in peer reviewed journals that are indexed in various databases related to employer branding and job satisfaction. Findings: The findings of the study reveal that employer branding involves all the strategies that an organisation undertakes in order to elevate its reputation in the eyes of its current employees by virtue of its unique employee value proposition and also create a positive image in the minds of their prospective employees by highlighting various monetary and non-monetary benefits for getting associated with the brand. Also, organisation in their quest to attract and retain talented workforce have realised the importance of employer branding. The study also reveals that when employers prioritize meeting employee expectations, such as offering career advancement prospects and equitable remuneration, while still satisfying their own commitments, it fosters a sense of fairness and trust that eventually results in job satisfaction. Implications: The study offers practical implications for organisations and human resource professionals. The organisations should reflect on the expectations of the workforce in order to foster a sense of belonging among the employees and increase job satisfaction. These expectations may be related to work-life balance, career development opportunities, an inclusive work culture, fair compensations, recognition and appreciation for their efforts. Originality: The study emphasises the crucial role of employer branding and its various dimensions on employee job satisfaction in organisations as well as in higher educational institutions. Further, different empirical studies can use the developed conceptual framework to examine the relationship between employer branding and job satisfaction.

Strategi Pemasaran dan Branding dalam Wirausaha Kopi Botol

This research analyzes marketing and branding strategies in bottled coffee entrepreneurship, with a case study of Hammam Thoriq Majid's Bolo Coffee business. The research objectives are to identify target markets, analyze competitive positions, develop differentiation strategies, evaluate marketing channels, design branding strategies, and provide practical recommendations for Kopi Bolo entrepreneurs. The research method used is qualitative, with data collection through literature study, interviews and observation. The research results show that effective marketing and branding strategies include understanding the target market, utilizing social media, managing relevant content, strong brand identity, measuring campaign effectiveness, and commitment to quality and innovation. Competitor analysis and consumer interest surveys also provide valuable insights for designing strategies relevant to market preferences. This research provides an academic contribution in developing marketing and branding concepts for bottled coffee entrepreneurs, as well as a practical guide for Kopi Bolo and similar businesses in facing dynamic competition.

Формирование бренда экосистемы как элемент стратегического потенциала

The article discusses issues related to the definition of the strategic potential of the company and its formation at the current stage of development of market relations. The study of the main approaches to the definition of the concept of strategic potential of the company is carried out. Additions to the definition of the concept of strategic potential of the company based on existing realities are indicated. The issues related to the concept and development of business ecosystems are considered. The role of business ecosystems in the further development of business structures is determined. Various approaches to the formation of the concept of a business ecosystem are considered. An addition to the definition of the concept of a business ecosystem has been formed and the necessary arguments for the transition of business ecosystems to the formation of a common digital system are given. The analysis of the concept of the brand of the business ecosystem and the need for its formation as an element of the intellectual property of the business ecosystem is carried out. The inclusion of the ecosystem brand concept into the overall strategic potential of the organization is justified

Nation brand: A systems approach to the creation and management

A nation brand impacts on a country’s economic development, stimulating or, contrarily, limiting people and organisations’ readiness to invest various resources within a particular jurisdiction. Simultaneously, a nation brand originates in all activities of organisations operating in the country’s territory. The paper aims to develop theoretical foundations of the nation brand management as a system. The methodological basis of the study is the concept of nation branding and the systems approach. A set of general scientific methods of analysis, synthesis, systematisation and generalisation are used. As a result, the paper provides and describes a system for the nation brand management that comprises input (existing perception of a country), transformation processes (creation of an image), and output (the image shaped). The value of the developed system lies in its ability to coordinate the interests of diverse stakeholders. The article presents a vision of 7-S model implementation for the nation brand based on the understanding of the relationships that lead to the formation of nation brand as well as the representation of external and internal dynamic processes that evolve over time, etc. The findings contribute to grasping the essence of the nation brand management using the principles of the systems approach, which potentially enhances the country’s economic development.

ANALISIS PERSONAL BRANDING PRATAMA ARHAN MELALUI MEDIA SOSIAL INSTAGRAM PADA AKUN INSTAGRAM @Pratamaarhan8

Global trends are marked by the presence of social media. One of them is Instagram which can be used as a place to build a person's personal branding. In this research, personal branding is also a very important part for athletes, especially the U-23 Pratama Arhan national team soccer players. This research aims to determine Pratama Arhan's personal branding through the social media Instagram and the interactions that occur therein through the features on Instagram. This research is descriptive qualitative in nature with the main key informant being the Instagram account @pratamaarhan8. Data collection was carried out by documenting interviews with followers and literature studies related to personal branding. Researchers tried to analyze the social media account instagram@pratamaarhan8 in building personal branding with eight concepts coined by Peter Montoya, namely: Specialization, Leadership, Personality, Difference, Visibility, Unity, Firmness, good name. The results of this research, Pratama Arhan succeeded in building personal branding through his Instagram social media by utilizing several features on Instagram and the eight personal branding concepts coined by Peter Montoya.

Research on the 4R Marketing Strategy of Chanel

Background: Chanel is a French luxury brand established in Paris in 1910, It has a variety of categories, all of them with a high level of craftsmanship. In the latest corporate rankings, Chanel ranks high among the worlds top 100 brands. Problem Definition: In this paper, considering Chanels high annual sales and loyal customer relationships, this paper studies how Chanel conducts marketing that balances brand interests and customer relationships. Result: To make the analysis clearer, I used the 4R marketing model. Research has shown that Chanel's high-end and fashionable product line, traditional and innovative brand concept, and meticulous service make its reputation and image highly attractive, better seize market opportunities, and give it a high position in the hearts of consumers, representing identity and wealth, thus making brand interests and customer relationships complement each other.

Study on Association of Brand Identity Showing Limited Edition of Cosmetics: Focusing on domestic cosmetics

This With rapid changes in cosmetics market, a marketing strategy for brand survival has become essential. Under these circumstances, a limited edition could be a useful means to convey brand identity to consumers effectively. This study aimed to investigate the types of limited edition cosmetics and brand identity and analyze how brand identity is associated in the limited-edition package. For this, domestic cosmetics brands with high brand awareness and sales, which have been releasing limited editions ‘Sulwhasoo’, ‘The History of Whoo’ and ‘HERA’ were chosen. Through analysis of previous studies, a visit to their websites and a web search, the identities of the three cosmetics brands and limited edition packages for the past 5 years were divided by type. Then, cases were analyzed and reviewed by visual factor, and the results found the followings: First, the concept of each brand was used in designing a limited edition. Second, visual factors were efficiently applied to limited editions, having an influence on identity association. Third, even though colors varied depending on a type of the limited edition package, they were best used according to purposes and characteristics, associating image and identity colors according to each brand concept. As stated above, it was possible to associate brand identity in the concept and design of limited-edition cosmetics. It is anticipated that the study results would be helpful in studying relationships between limited editions and brand identity.

Approaching the concept of country branding through systematic review

Approaching the concept of country branding through systematic review