Brand Concept Research Articles

Analysis of Marketing Strategy of Chinese Sports Brands Taking ANTA Company as an Example

A good marketing strategy is a competitive advantage. This study aims to examine ANTA Company's marketing approach by utilizing literature analysis and integrated analysis methods with data collection. The main areas of focus include product strategy, price strategy, place strategy, promotion strategy and a SWOT analysis to analyze the effects of Anta's marketing approach, identify any shortcomings in the strategy, and provide appropriate recommendations for improvement. From the analysis of Antas marketing strategy and the gains of the strategies, the research results show that Anta's marketing plan is primarily aligned with the buying potential of Chinese customers but there are 3 existing problems, such as minimal brand recognition outside China, lack of targeted marketing campaigns, and design issues. This case study provides several suggestions which specifically are brand concept and media, social media topics, measure and optimization, diversification of brand building and differentiation of domestic and foreign markets, innovation, and addressing controversies in response to these problems.

A Study on the Continued Development of Darry Ring Based on "True Love Marketing" in the Future Chinese Market

With fierce competition in nowadays Chinese jewelry market, Darry Ring has become one of the most popular brands by using integrated marketing communication based on the True Love Marketing. The aim of this paper is to analyze the strengths and possible problems that Darry Ring may face in its future continued development, in the Chinese market. And the possible of continued development is investigated from four aspects, which are: brand concept, marketing, sales model, and consumer stability. This paper mainly uses methods of desk study and SWOT analysis. And there are four main findings. Firstly, the Darry Ring brand concept will be its unique selling point in the future Chinese market. Secondly, the marketing method used by Darry Ring, i.e., new media marketing, will be one of the strengths for its future development. Thirdly, DR's existing sales model will help it improve its market sensitivity. However, with the used of organizational behavior theory, over-reliance on Ture Love Marketing will reduce customer brand loyalty to Darry Ring. And it might become a serious hidden problem in the future development of Darry Ring. The conclusion is that the "True Love Marketing" is not only an opportunity for Darry Ring, but also a pitfall.

Strategi Penguatan Branding Rintisan Desa Wisata Branjang Melalui Event Budaya Berbasis Kearifan Lokal “Branjangan

Creating and communicating the identity of a region is an effort to build a brand. This is done so that one's impression of the area changes, including changes in perspective in comparing one place to another to be chosen as a destination. Overall, this is what is familiarly referred to as destination branding. The basic concept of destination branding is based on passion and a unique and attractive identity that is tied to various things so that the inherent brand of a destination will be embedded in their minds. Strengthening destination branding aims to raise awareness of the existence of the Branjang Tourism Village as a tourist destination.

Personal Branding Influencer Nadia Ninette melalui Konten Olah Raga dan Pola Hidup Sehat di Media Sosial Instagram

The public gets to know a figure through their work and whatever they present. Through personal branding, an influencer can become more recognized by the public, not only by their followers but also by other parties, especially those involved in fields related to the influencer. According to Peter Montoya, there are 8 main concepts in the formation of personal branding: specialization, leadership, personality, distinctiveness, visibility, unity, persistence and goodwill. In this research, the focus is only on 6 concepts, excluding distinctiveness and unity. This study aims to understand how Nadia Ninette, as an influencer and content creator, fulfills 6 out of 8 personal branding concepts on the Instagram social media platform through sports and healthy lifestyle content. This research uses a descriptive qualitative method through interviews, observations, and documentation. The objects to be examined are various sports and healthy lifestyle content by Nadia Ninette on Instagram, including diet content, workout challenges, home workouts, gym workouts, healthy food menus, and others. This also includes the results of story reposts by Nadia Ninette's followers through one of Instagram's features, namely Instagram Stories, where her followers tag her account, @nadianinette.
 Keywords: Personal branding, influencer, Instagram, content

STRUCTURAL CHARACTERISTICS OF THE ENGLISH-LANGUAGE BRANDING TERMINOLOGY PRESENTED IN THE DOCUMENTS OF WORLD INTELLECTUAL PROPERTY ORGANIZATION

STRUCTURAL CHARACTERISTICS OF THE ENGLISH-LANGUAGE BRANDING TERMINOLOGY PRESENTED IN THE DOCUMENTS OF WORLD INTELLECTUAL PROPERTY ORGANIZATION

Human branding: from attachment strength to loyalty

ABSTRACT Human branding is everywhere and within every individual. With the increase in the importance of technology and social media, human branding becomes increasingly relevant, but it is still a branding concept with much room to explore. Celebrities, such as actors and athletes, are the greatest examples of human brands, and with social media managing public image is key to success. This study aims to analyze the process by which attachment strength influences loyalty through intimate and public engagement. Thus, a sample of 321 participants, collected through social media platforms, allowed us to treat data and test the hypotheses of the proposed model. Relatedness is the most relevant driver of attachment strength and the flow from attachment to loyalty through public engagement.

Helping fourth year student pharmacists develop their professional brand

Background and purposeBuilding a professional brand is an important skill for student pharmacists, as this could provide them with a competitive edge given the current market environment and employment opportunities. One way to do this is through developing a personal digital brand. A pilot program was created to introduce fourth year pharmacy students to the basics of personal branding and positive uses of social media for professional development and networking. Educational activity and settingA two-part workshop series was developed to introduce student pharmacists to the concept of personal digital branding and to help them optimize their professional documents (i.e. curricula vitae, resumes, and letters of intent). The workshops were offered in a virtual format and involved subject matter experts as well as alumni stakeholders. Students were asked to participate in pre- and post-surveys relating to their perceptions of professional branding and the usefulness of the workshop series. FindingsPrior to the workshops, students expressed a moderate interest in using social media for professional purposes, yet few felt confident in how to do so. Following the workshops, students indicated the information provided had been beneficial, and they all had action plans for developing their social media profiles and revising their professional documents. SummaryInitial findings suggested students are interested in and would benefit from training on professional branding. While this first attempt at such programming had limitations, such as being delivered to a small sample, the results provide insights for expanding and improving these offerings in the future.

Place Branding Approach within Functional Urban Areas—Evidence from Poland

As people’s mobility increases, the places they inhabit are also changing, resulting, among other things, in the creation of commuter zones. The existence of such areas has contributed to the development of the concept of functional urban areas (FUAs). Such units quickly began to gain relevance on a global scale, triggering the issue of differentiating themselves from other such areas in pursuit of residents, tourists, and investors. This issue is intertwined with branding and, since FUAs are territorial units, the issue of place branding. The aim of this study was to identify the degree of involvement of Polish FUAs in marketing and place-branding activities. In this way, the following research problem has been formulated: what is FUAs’ approach to territorial marketing and place branding? A qualitative method was chosen to achieve the stated objective. Given that the adaptation of the concept of place branding in relation to FUAs is at an early stage, the exploratory nature of qualitative research was utilized in the form of in-depth interviews. The interviews were conducted between April and June 2021 among employees representing 15 FUAs in Poland. The results suggest that there is a diverse understanding of the issue of place branding but also a noticeable need to conduct extensive marketing activities. All areas pointed to the basic principle of introducing a place branding policy that is applicable in their areas, namely, responding and reacting efficiently to emerging social and economic challenges.

Research on the Application of Cartoon Image in Brand Visual Image

No matter in the social environment or as a media, cartoon image as an art form appears in many fields. It is not only the embodiment of human wisdom and creativity, but also a form of expression of human spiritual civilization world yearning. Based on the analysis of the concept and characteristics of cartoon, cartoon image, brand and brand visual image, this paper expounds the application advantages of cartoon image design in brand visual image combined with the three Squirrels brand visual image. Finally, this paper hopes to provide more creative and design ideas for brand visual image based on the analysis of all the previous design content and theoretical summary, perfect integration of cartoon image and brand visual image, inject new vitality for commercial promotion, so that it has a stronger competitiveness in this diversified supermarket.

Branding as One of the Factors of Increasing the Competitiveness of the Company in the Goods Market

Relevance. A comprehensively and comprehensively developed strategy is an integral component of the functioning of business processes. In business, there is always something to develop and where to expand. Branding is also one of the important elements of the company, forming the recognition of the company and the product. This study examines a modern approach to creating criteria for the sustainable development of a company in highly competitive conditions, through the effective creation of a brand image. The study of the basics of branding theory should undoubtedly be present in the framework of doing business, due to the fact that this element serves as the basis for many other operations, since it depends on whether the customer will pay attention to the product or service.The purpose of the study is to analyze the factors of branding influence on business processes. Objectives: to analyze the research literature on the issue under study; to reveal the essence of the concept of branding; to identify the main trends of modern branding and its formation; to highlight the processes affecting the development of branding in the company's marketing system; to give a comprehensive description of the constituent elements of branding.Methodology. As a methodological basis for the study of the concept of branding and the works of domestic and foreign scientists were presented here, as well as the view of contemporaries was revealed. In the process of work, methods of economic, empirical and statistical analysis, classification, theoretical analysis of scientific and methodological literature, synthesis method, consistency and others were used.Results. The factors influencing the purchase decision, the dynamics of which directly or indirectly affects the formation of the branding strategy, are considered. The main elements of branding and their characteristic features are presented, the importance of brand development for small businesses is revealed.Conclusion. The results of the study showed that branding is a whole range of marketing measures to manage the brand image, namely the path from its creation to the purchase of goods by the client.

The THE INFLUENCE OF PERSONAL BRANDING ON THE BRAND IMAGE OF SECONDATE BEAUTY

This study examines the influence of the concept of Personal Branding on Brand Image Secondary Beauty. Secondate Beauty is a cosmetics company owned by Titan Tyra, a beauty influencer who is quite well-known among cosmetic fans in Indonesia. Secondate Beauty is here and has a place in the Indonesian cosmetic industry which is quite successful even though it is relatively young. Relying on the delivery of promotional materials from Titan Tyra made the brand, which was only three years old, sold out in just seven minutes at the launch of its first product, so this is the reason for researchers to find out how much influence Titan Tyra's personal branding has as an effort to increase Brand Image Secondate. Beauty. Given that personal branding today is one of the tools for success in promotion. Personal branding aims as a medium to direct other people's perceptions of individuals or products so as to create the impression of selling points of something, both in the field of products and services, so that this becomes one of the success factors in improving the company's product image. This study uses a quantitative causality method that seeks to find out the relationship and influence between variables X (personal branding) and variable Y (brand image), by distributing questionnaires to 100 respondents to Titan Tyra's Instagram followers, so that a correlation coefficient of 0.765 is obtained, which means it has a strong relationship. Meanwhile, the result of the simple linear regression test is 9.105 + 0.651 X, which means, if there is no Titan Tyra personal branding, then the Secondary Beauty brand image is 9.105 and if there is personal branding then the Secondary Beauty brand image will increase by +0.651. In addition, the results of the analysis of the coefficient of determination show a figure of 58.5%, which means that Variable X Personal Branding contributes 58.5% to Variable Y Brand Image

Application of Marketing Mix in Rental Company (Case Study of Pt. Asialog)

Since the change into new century, United nations has promoting several urgent matters for improving humanity as whole. One of the point is the severance of climate change, in which affecting all daily activities including business. The matter has force government to enforce more strict regulation for reducing the cause of climate change, one of the main cause is the reducing of planet earth’s green area. Therefore, it affecting all business operation of forest company. In addition, the matter becoming much worst due to massive illegal logging and other acts of reducing forest without responsibilities to mend the damage. The affected companies including PT. ASIALOG are experiencing in lower revenue, this circumstance push the company to finding alternative business opportunity. It author goal to formulating marketing strategy with finding strong alternative product for the company. nevertheless, there are several critical points to address, the company declare specific request for the alternative business limited to current company’s area of operation. Second, the alternative business should based on company’s tugboat and barge assets. In this research, the method author used is qualitative research through structured interviews with various stakeholders in the industry and framework used is marketing mix 7Ps with preliminary framework of STP (Segmentation, Targeting, and Positioning). The main point is compare target market of current PT. ASIALOG with alternative business of tugboat and barge using Porter’s five forces template. Following the study, author find alternative business of tugboat and barge for PT ASIALOG is competitive sound and profitable in long term. Based on Porter’s five forces analysis, aspects with high threat level of current business is 21 compare to alternative business of tugboat and barge with 5 aspects. Following the target market analysis, author purposing brand positioning using brand concept image management. The brand image divide into two aspects of functional and symbolic to formulating marketing strategy using marketing mix 7Ps. Overall, author conclude that the alternative business for PT. ASIALOG is competitive and profitable in long term.

Territorial Brand in Regional Development: Interdisciplinary Discussions

Almost half of the world’s countries, including cities, have strategically adopted the territorial brand. This essay proposes an interdisciplinary reflection on the relationship between territorial brands and territorial and regional development theories. It discusses how the brand relates to the territory, making it a social actor mediated by a distinctive signal, the territorial brand. The intersection between the concepts of territory and brand reveals the legitimation strategies of social actors in producing a collective space delimited by power relations. Beyond the economic and tourist spheres, this context brings new debates to politics, theory, and social sciences in interdisciplinary regional development.

A "Splash" of Taiwan Bubble Tea: Gastrodiplomacy, Nation Brand and A Symbol

<p><em>Bubble Tea is one of the typical drinks of Taiwan, which has become known since the 1980s in Taichung, Taiwan. Bubble Tea is prevalent in various circles of society. With the recognition of Bubble Tea, the government of Taiwan took advantage of this opportunity to build a positive image amidst its conflict with China regarding the One China Policy.The Taiwanese government developed Bubble Tea as a national brand through gastrodiplomacy to introduce its signature drink to the world. A qualitative approach will be chosen in this study based on literature review withexploratory and descriptive approach. The author will use the concepts of gastrodiplomacy and nation branding. Also, this paper aims to prove how the Taiwanese government uses Bubble Tea not only as a typical Taiwanese drink but also as a symbol in the anti-China movement. The results of this study examine the Taiwanese government's efforts to utilize Bubble Tea as a disparities between China and Taiwan culture that can differentiate Taiwan from China.</em></p><p> </p><p><em><br /></em></p>

IMAGE AS AN EDUCATIONAL COMPONENT OF PERSONNEL POLICY IN PUBLIC MANAGEMENT BODIES: HUMANITARIAN ASPECT

The article considers image within the concept of employer branding in public management bodies, in frames of New Public Management. It is shown that the attractiveness of the brand of a particular government body is a key factor for quality staffing and provides an additional advantage in the labor market, however, the lack of linkage between the training and development of public management bodies employees and employer value proposition leads to the absence of the effect of involvement and, accordingly, the leakage of employees to the private sector. Based on the analysis of theoretical provisions both in NPM and business HR-management, as well as some case studies, it is shown that importance of image as an educational component of HR policy in public management bodies is especially evident.

ФАКТОРИ, ЯКІ ВПЛИВАЮТЬ НА УСПІШНІСТЬ ПОБУДОВИ ПЕРСОНАЛЬНОГО БРЕНДУ

<p><strong><em>Purpose of the study</em></strong><em>. This study identifies the main factors that influence the success of building a personal brand.</em></p><p><strong><em>Research methodology</em></strong><em>. To conduct a comprehensive study of personal brand-building success factors, various research methods were employed. These methods included analysis and synthesis to examine reality, reception, and generalization to gather relevant information. They also included the descriptive method to provide a detailed account of the research subject. In addition, they included a systematic approach to ensure a structured and organized investigation. These methodological approaches were chosen to facilitate a thorough understanding of personal brand-building factors.</em></p><p><strong><em>Results: </em></strong><em>The findings of the article indicate that the factors influencing the success of building a personal brand can be categorized into positive and negative factors. The study substantiates that the main positive factors include the authenticity of the personal brand, effective utilization of communication tools to enhance brand awareness, demonstration of expertise in a specific field or niche, maintaining stability and regularity in brand-building efforts to sustain audience interest, and the individual’s ability to adapt. On the other hand, negative factors encompass a lack of brand integrity and consistency arising from the absence of a brand strategy or inconsistent implementation, inadequate management of brand reputation, rigidity, low-quality content, and the presence of fake information. The study establishes that both positive and negative factors should be effectively considered during the subjective analysis phase, particularly in the development of the personal brand concept. </em></p><p><strong><em>The scientific novelty </em></strong><em>of the obtained results lies in the identification and reevaluation of the key factors that can have a positive or negative impact on the process of building a successful personal brand. This study offers a fresh perspective and insights into understanding these factors. </em></p><p><strong><em>Practical meaning. </em></strong><em>This research applies to individuals from various professional backgrounds, such as journalists, writers, artists, HR specialists, and others (these individuals are involved in or interested in creating a personal brand). The findings and analysis provided in the article can serve as a valuable resource. It provides practical guidance and strategies for individuals seeking to establish and develop their personal brands effectively.<strong></strong></em></p><p><strong><em>Key</em></strong><strong><em> </em></strong><strong><em>words:</em></strong><em> building a personal brand, online communication tools, personal brand, social communications, social media. </em></p>

Empowerment of human brands: Brand meaning co-creation on digital engagement platforms

Digital engagement platforms empower human brands by enabling them to directly interact with various actors. Human brands, especially athlete brands, are about to outperform traditional brands on digital platforms. Drawing on literature from human branding, integrative branding, and performativity theory, this study identifies actors and analyzes their performances based on a case study of a professional athlete brand. We apply a multi-method approach using netnography and interviews to gain a deeper understanding of brand meaning co-creation. We contribute to existing literature by introducing the concept of integrative branding to the management of human brands. Additionally, we reveal three novel performance categories for the co-creation of human brands on digital engagement platforms. Our findings extend the literature by delivering in-depth insights into the brand meaning co-creation of athlete brands as a specific type of human brands. This study marks a starting point for further research on human brands.

CSR AND BRANDING BASED ON ISLAMIC PERSPECTIVE: HABERMAS' CRITICAL THEORY

The purpose of this research is to explore the concept of CSR branding from the perspective of Islam and through the communication theory of Habermas. CSR is understood as a form of corporate responsibility that involves social concern for the environment in order to strengthen its positive image in society. However, some companies distort the concept of CSR towards branding, which is considered by the majority of society as a manipulative act. In Habermas' communication theory, CSR is one form of communicating the social and environmental effects of a company's economic actions on certain groups in society as a whole. And from an Islamic perspective, CSR branding can be communicated effectively and is permissible as long as it does not violate Sharia principles such as honesty, transparency, and avoiding things that contradict Islamic values

Strategic analysis of competitive advantages of light industry and fashion industry enterprises

Subject. The article considers the role of competitive advantages for the light industry and fashion industry. Objectives. The purpose is to perform a strategic analysis of the light industry and fashion industry enterprise, determine the role of competitive advantages for the strategic leadership of light industry and fashion industry enterprises (Inditex company). Methods. The study employs methods of economic analysis, synthesis, and comparison, the well–known concepts of strategic marketing and branding, the methodology of strategizing by V.L. Kvint, a foreign member of the Russian Academy of Sciences, and fashion strategizing, the industry methodology of strategizing in the field of light industry and fashion industry. Results. Based on the analysis, I substantiated the hypothesis that competitive advantages play the most significant role for the formation of a unique business model that provides strategic leadership. The paper offers a conceptual scheme of identified competitive advantages based on the value-added cycle for the industry. Conclusions. The findings can be used by companies of the industrial sector to form their own competitive advantages and strengthen their positions in the market. Managerial flexibility together with implemented innovations ensure full satisfaction of customer needs, which is confirmed by economic and financial indicators.

The effect of the motion attributes of spokes-characters on app launch pages on brand memory

PurposeThe use of brand slogans that represent brand concepts on app launch pages can improve user brand impressions. The purpose of this paper is to investigate the impact of using animated or static spokes-characters with brand slogans on app launch pages.Design/methodology/approachUsing the theory of attention selection, the authors conducted two experiments to study the boundary and mediation path of the influence of the motion attributes of spokes-characters (static vs animated) on brand memory based on app launch time (3 s vs 5 s), user engagement with spokes-characters and the level of attention to brand slogans.FindingsStudy 1 explores the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory. The results show that when the launch time of the app is 3 s, the advertisement memory effect of using a static spokes-character is better than that of using an animated spokes-character; when the launch time of the app is 5 s, the advertisement memory effect of using an animated spokes-character is better than that of using a static spokes-character. Study 2 shows that user engagement with spokes-characters and the level of attention given to brand slogans play a continuous mediating role in the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory.Originality/valueThis paper contributes to the marketing literature by expanding the knowledge of spokes-characters and animated visual images, providing new insights for future research.