De Chernatony Research Articles

Assessment of brand attractiveness of the city of Yekaterinburg based on “The brand box model”

The aim of this paper is to evaluate the attractiveness of the city’s brand using the Brand Box Model by L. de Chernatony and G. McWilliam. Despite the fact that territorial branding has become an integral part of local political and administrative life, its success, as the literature review shows, is modest. The authors suggest that one of the reasons for this state of affairs is the imperfection of the methodology for measuring the city’s brand, and propose the testing of the Brand Box Model. The study presents the results of a sociological survey among the residents and visitors of the city of Yekaterinburg at the age of 18 and older with a total sample size of 465 observations. The analysis made it possible to identify four groups of the public with different attitudes regarding the brand of the Ural capital. The results obtained indicate the influence of gender, age, and professional characteristics of respondents on the perception of functional and emotional-symbolic attributes of the city’s brand. The results were obtained using the K-means method, as well as the Ward’s method and the Euclidean distance square. The authors conclude that the Brand Box Model is an adequate theoretical construction for analyzing territorial brands.

Learning from Theory to Manage Brands in Small Charities: Lessons from the Small Charity Brand Study

Brands and brand management in commercial organisations have been studied for decades. Research has led to highly developed models and practices, with many studies recognising brand management as an important driver of competitive advantage (Aaker, 2010; de Chernatony, 2001). Similar theoretical and practical studies have been carried out amongst SMEs (Small and Medium Enterprises) (e.g., Krake, 2005) and UK nonprofits (e.g., Frumkin & Kim, 2001) also demonstrating positive connections between brand management and organisational performance. However, the focus of research in UK nonprofits has been on the largest organisations by income, typically the very largest (e.g., Hankinson & Lomax, 2006; Stride & Lee, 2007). By comparison, there are no leading journal published studies into small UK charity brands and brand management. The small charity brand study set out to address this gap in research. One hundred and thirty-seven charities with annual turnovers of £1million or less and a focus group of eight small charity practitioners participated. The study investigated whether small charities are managing their brands and, if so, whether they experienced the performance benefits evidenced in extant research from other sectors. It investigated whether management strategies in small nonprofits made a difference to realising operational advantages. The goal was to develop practical Information, Advice, and Guidance (IAG). The study found that it was necessary to adapt existing models of brand management to make them relevant to small charities and indicated that, when the brand is managed by a team of people across different managerial levels, the longerterm benefits (outcomes) of branding practices are better realised. From participants’ contributions, it was possible to draw up models of branding specific to small nonprofits and identify the IAG required to manage brands across the areas studied; brand benefits, measured in outputs and outcomes.

The March of Dimes: branding in the not-for-profit sector

Synopsis This case involves the March of Dimes (MOD) Foundation, the “leading nonprofit organization for pregnancy and baby health.” MOD’s mission was to support medical research, organize volunteer workers, and provide community services and education to save babies’ lives (www.marchofdimes.org). The strategic issue in the case involves creating awareness of both the mission and services of MOD and the critical issue driving that mission – premature births. The organization must create a desire for various target markets to take action in response to the problem. The main protagonist is Doug Staples, Senior Vice President for Marketing and Communications. Research methodology Data were collected via personal interviews with the primary protagonists, Doug Staples, and Mike Swenson of the Barkley agency. The MOD provided quantitative Gallup studies they commissioned, as well as documents unveiling the roll-out in the San Jose, CA region. The Barkley Agency provided qualitative data from a study which consisted of eight focus groups conducted in two markets and ten personal interviews. Secondary research was used to provide a support for industry and market data, to supplement organizational facts provided by the MOD, and to identify and link marketing theory to the situations provided in the case. The organization, facts and characters in this case were not disguised. MOD was consulted throughout the case development process. Relevant courses and levels This case study is recommended for marketing courses at the undergraduate level. It is most appropriate for marketing management, introductory marketing, or marketing strategy classes. Additionally, this case is a good fit for courses focused upon not-for-profit marketing issues. Theoretical bases The strongest opportunities to apply theory using this case relate to branding (see De Chernatony and Dall’Olmo Riley, 1998 for a content analysis of the brand literature). These theories include brand image and personality (Aaker, 1997; Belk, 1998; Grohmann, 2009), brand awareness (Aaker, 2002), brand involvement and customer loyalty (Brakus et al., 2009), brand engagement (Sprott et al., 2009), brand relationships (Breivik and Thorbjornsen, 2008), and brand equity (Aaker, 2002, 2008). Specifically, question 2 addresses brand personality, and questions 3 and 4 explore relationships with the brand such as the emotional power of the brand and brand association. Question 6 focuses on positioning strategy.

The role of localization strategy in development of brand equity: A case study of Samsumg firm

Article history: Received January 20, 2015 Received in revised format 6 February 2015 Accepted 15 March 2015 Available online March 15 2015 In this paper an attempt is made to analyze the components of localization strategy including attribute policy, benefits policy, application/implementation policy, consumer policy, competition policy, quality/price policy and product category policy on development of brand equity. The study uses two questionnaires, one for measuring bran equity, which is adopted from Buil et al. (2013) [Buil, I., de Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.], and the other for measuring localization strategy designed by researchers. Cronbach alphas for brand equity and localization strategy are 0.82 and 0.78, respectively. The study is applied among consumers of products with a name of Samsung in city of Tehran, Iran. Using Pearson correlation as well as multiple regression technique, the study has determined that attribute, consumer and application/implementation policies influenced positively on brand equity. Growing Science Ltd. All rights reserved. 5 © 201

The tension between a distinct brand identity and harmonisation – Findings from Finnish higher education

This article focuses on the need for a distinct brand identity and for multi-location harmonisation in the copycat environment in which Master’s degree programmes operate. Seemingly inherent in this is a dichotomy, the tension between building a distinct reputation for a brand identity on the one hand, and seeking harmonisation on the other. In other words, this study explores the construction of a brand identity in the context of higher education in order to find out which particular characteristics of the university’s identity could be used to create and sustain a differential advantage in the global marketplace and how this is affected by location choices. De Chernatony’s (1999) conceptualisation of brand identity is used as a basis, and his model is discussed in relation to the branding of a Finnish Master’s degree programme. The qualitative empirical data were gathered in semi-structured interviews conducted with stakeholders in the multidisciplinary programme, and through the observations of one of the authors as its leader. The results reveal that the development of the brand identity began several years before the programme planning started. It is also evident that the controversial cooperation between two different disciplines has paved the way for cooperative activities at the level of the university consortium. This study contributes to the discussion on brand identity in identifying place as a new component in the higher-education context.

The branding framework behind Modhesh

Branding and Brand management strategies have been dynamic spheres of discussion in modern day marketing since they act as a major differentiator in the minds of consumers. Existing literature sheds more light on developing and managing brands and not much on leveraging and sustenance. Using a case study methodology, this study aims to track and analyse the stages of development taken by an iconic and indigenously developed brand at Dubai, ‘Modhesh’. A stage by stage analysis is made comparing with existing academic models on brand development., including the models of De Chernatony, Logman and Kapferer and has proposed a revised model referred to as the CNS (Conception, Nurturing and Sustenance) model which aims to fill the void in the existing models by proposing three additional elements, based on the analysis of the evolutionary stages of Modhesh. This model could be useful in understanding brand leveraging and the stages of brand development that could be helpful in such leveraging. The analysis has been made based only on one brand. However, this study paves way for future researchers to analyse brand development stages across different brands and further reinforce the model.

From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands20123Leslie de Chernatony. From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. Elsevier Ltd, 2010. 376 pp., ISBN: 978‐1‐85617‐773‐3

From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands20123Leslie de Chernatony. <i>From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands</i>. Elsevier Ltd, 2010. 376 pp., ISBN: 978‐1‐85617‐773‐3

Budowa marki regionalnej na wybranych przykładach województw Polski

In the era of increasing competition it is extremely important to be distinguishable on the market and to gain the trust of customers. One of the tools to achieve this goal is building the brand. A strong brand determines the existence of an enterprise and distinguishes it on the global market. Most often brand is defined as “name, term, symbol, design or combination thereof, designed to identify the goods or services of sellers or a group of sellers, and to distinguish them from the competition”1. L. de Chernatony extends the concept of brand and defines it as “an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely”.Globalization and the growing competition between the regions forces territorial units to take action to create their own competitive advantage. One of the tools of competitive struggle and a way for a region to distinguish itself is building a regional brand. A strong brand not only arouses interest and attracts tourists and investors, but is also a very strong support for the development of innovation and competitiveness of local enterprises.

Conception, Nurturing, Leveraging and Sustenance of a Successful Brand

The world of strategic branding has evolved consistently, making its study relevant and important in the current context. Systematic, pre-emptive and careful development of a brand can be a source of competitive advantage and of the widest appeal to its target segment. Current literature on brand development focuses more on the development and management of brands, however not on Brand Leveraging and Sustenance, calling for a need to make value additions to the existing models on brand development that may help brand managers with the conception, nurturing, leveraging and sustenance of brands. The purpose of this paper is to analyze the Brand Development stages of a well-known brand called “Modhesh”, in existence at Dubai for over a decade and compare its stages of development with the existing academic models on brand development. Adopting a case study methodology, the paper has conducted an in depth investigation of the issue at hand in association with various existing academic models on Brand Development including the models of De Chernatony, LOGMAN and Kapferer and has proposed a revised model referred to as the CNS (Conception, Nurturing and Sustenance) model which aims to fill the void in the existing models by proposing three additional elements that have been arrived at, based on the analysis of the evolutionary stages of Modhesh.

The effect of brand extensions on product brand image

PurposeThe purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension.Design/methodology/approachThe model adopted for the study is based on that developed by Martinez and de Chernatony. A questionnaire consisting of seven constructs (general brand image, product brand image, quality, familiarity, fit, attitude, and demographic characteristics) was administered to 474 respondents. Convenience sampling and face‐to‐face survey methods were used. The brands and extensions used in the study were the same as in the Martinez and de Chernatony study. The difference between these two studies is that, while Martinez and de Chernatony have investigated the effects of brand extension on both general brand image and product brand image, in this study general brand image is examined only before the extensions in order to compare the two brands. The results of the pre‐tests showed that Turkish consumers could not assess the effects of hypothetical extensions on the general brand image. Therefore, as for the effects of brand extensions, only the product brand image after the extension is investigated.FindingsThe results show that brand extensions affect the product brand image negatively, whereas the fit between the parent and extension brands decreases the negative effect. The drop of image as a result of extension is greater when the perceived image and quality of the parent brand are higher. Perceived quality of the brand, consumers' brand familiarity, fit perceived by the consumer, consumers' attitudes towards the extension have a positive effect on the product brand image after the extension.Research limitations/implicationsOwing to the sample size and sampling method, the study has its own limitations in terms of external validity. In addition, only two brands and two extensions were tested and the extensions used were hypothetical, which may lead to a lack of generalizability.Practical implicationsThe higher the image of a brand, the more the dilution that occurs, which means that companies should take caution when extending into different product categories.Originality/valueThe study is one of the very few research efforts conducted in the Turkish market concerning brand extensions and the sample used in the research consists of consumers rather than students.

Online brand attributes and online corporate brand images

Purpose – The purpose of this paper is to examine which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate brand images in an online setting. Using bookstores as the research context, the research's main aim is to investigate the association between the functional brand evaluation (represented by brand attributes in this study) and emotional brand evaluation (represented by the corporate brand image). Specific research questions are: Are there any associations between the brand attributes and corporate brand image of an online e‐tailer?; What are the most important corporate brand attributes/drivers of online corporate brand image?Design/methodology/approach – Using the brand triangle framework developed by de Chernatony and Christodoulides, the current study investigates the associations between brand attributes and corporate brand image of an online e‐tailer.Findings – The findings show that factors such as ease of use, “personali...

Investigating the service brand: A customer value perspective

Despite considerable interest in the nature and role of marketing using a service perspective [Vargo S., Lusch R. Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1–17] there is limited research about branding. Research to date tends to be qualitative [e.g., Berry L. Cultivating service brand equity. J Acad Mark Sci 2000; 28: 128–137; de Chernatony L., Segal-Horn S. The criteria for successful services brands. Eur J Mark 2003; 37 (7/8): 1095–1118] rather than quantitative. This research closes this gap by developing and testing a theory of the influence of the service brand on the customer value–loyalty process. The model includes the traditional influence of brand image plus three additional influences that more fully reflect the broader service perspective (company image, employee trust, and company trust). Using survey data of a sample of 552 airline customers, the analysis shows there is a direct influence of all the aspects of the brand on customers' perceptions of value. In addition brand image, company image and employee trust have a mediated influence on customer value through customers' perceptions of service quality. Finally the analysis shows that a service brand does not have a direct influence on customer loyalty but rather its influence is mediated through customer value. This paper concludes with a discussion of the managerial and research implications.

Significance of corporate brand for business-to-business companies

Recent years have witnessed growing interest in industrial/business-tobusiness (B2B) brands (Lynch and De Chernatony 2007; Michell, King and Reast 2001; Thompson, Knox and Mitchell 1998; Bendixen, Bukasa and Abratt 2004; Mudambi 2002; van Riel, Pahud de Mortanges and Streukens 2005; Taylor, Celuch and Goodwin 2004). Furthermore, there has been increasing interest in company/corporate brands, in general (e.g., Aaker 2004; Balmer 1995, 2001; Balmer and Soenen 1999; De Chernatony 1999, 2001; Gregory 2007; Harris and De Chernatony 2001; Hatch and Schultz 2001, 2003; Ind 1997; Macrae 1999; Roper and Davies 2007; Urde 1999; Wilson 2001), as well as in the B2B context (e.g. Lynch and De Chernatony 2004; Bendixen, Bukasa and Abratt 2004; Mudambi 2002; van Riel, Pahud de Mortanges and Streukens 2005). Also anecdotal evidence suggests that B2B companies have increasingly taken corporate brand management initiatives in recent years.

The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?

It is increasingly being recognized that brands play a major role in contributing to the value of service businesses (e.g. Berry, 2000; de Chernatony, 2003). However, in their award-winning article about the emerging service-dominant logic, Vargo and Lusch (2004) pay little attention to branding. This article explores the case for integrating branding into the service-dominant logic (S-D logic). We review how diverse perspectives of brands relate to the S-D logic and then examine Rust, Zeithaml and Lemon's (2000) claim that brand equity is a component of the concept of customer equity. Next we review some recent research about brands in relationships and then examine whether there is a missing fundamental premise in the S-D logic about the service brand. Finally we consider the development of stronger underlying theory that integrates the concepts of brand equity, customer equity and network equity into the S-D logic.

Exploring the Implications of Market Orientation for Hospitality Employees

When considering the existing body of knowledge in relation to market orientation and brand management, the role of the employee in the process has been strongly advocated (e.g., Gummeson, 1991; Harris and de Chernatony, 2001; McDonald, de Chernatony, and Harris, 2001). However, the exploration of these concepts within the context of hospitality is limited. To explore such issues, the collection of data followed a single case study methodology, analyzing several subunits within a hospitality operation via ten in-depth interviews with managers from each of the divisions within the organization. Data analysis resulted in the identification of several themes such as direction, involvement, employee selection, employee satisfaction, flexibility, management role, influencing role, relevance and comprehension of differences. The findings of this research have advanced our understanding with respect to market orientation and brand management theory within the hospitality sector. As such, the findings of this study offer a number of practical and theoretical implications and lay the foundation for future research.

The differences between branding a country, a region and a city: Applying the Brand Box Model

Branding has become one of the most powerful tools in marketing strategy. There has been a general agreement among academics and practitioners that places can be branded in the same way as consumer goods and services. Destination branding is a relatively new concept, however, and there is a lack of empirical academic research on the topic. This exploratory study uses the de Chernatony Brand Box Model and applies it to countries, regions and cities. The study was developed in order to understand and clarify whether the same branding techniques should be applied to these three different types of places. The results point to differences between countries when compared with regions and cities. Countries are so functionally diverse they should leverage the emotive or representational parts of their brand identity, while regions and cities, being smaller in scale, should leverage their more functional facets. It seems that regions have more in common with cities from a branding point of view, and this has implications for branding strategies for all three types of tourist destinations.

Tourism brands: An exploratory study of the brands box model

This paper is based on exploratory research which seeks to apply the brands box model developed for physical goods by de Chernatony and McWilliam to the context of tourism brands. The brands box model is a four-cell matrix based on two dimensions of a brand, the ‘representationality’ dimension and the ‘functionality’ dimension. The methodology of an interview survey of a random sample of the general public was replicated as far as feasible, including the sample size, with adaptations in the Likert statements to allow for the replacement of physical goods by tourism brands. The choice of tourism brands was tested against an evaluation exercise using a convenience sample; all six brands were recognised as ‘household names’. As an exploratory study, the research sought to investigate the public perception in Oxford of the representationality and functionality dimensions of six tourism brands, and to suggest possible explanations for the pattern alongside implications for marketing practice. The emerging brands box matrix suggested that the brands were high on both dimensions, although there was some indication that the representationality dimension varied more than the functionality dimension.

Retail Insights ‐ Branding

This issue of Retail Insights focuses on the subject of branding. There are a number of retail reports that offer valuable insights into current trends in branding. Professor Leslie de Chernatony analyses UK consumers’ attitudes towards brand extensions in a survey commissioned by Ventura. The Brand Finance Report for 1999 provides interesting reading on brand values and the overall performance of companies last year. In addition, there are a collection of shorter reports on various new branding issues and abstracts of articles on the topic.

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/02634509610152709. When citing the article, please cite: Leslie de Chernatony, (1996), “Integrated brand building using brand taxonomies”, Marketing Intelligence &amp; Planning, Vol. 14 Iss: 7, pp. 40 - 45.

Virtual reality techniques in NPD research: Phillip J. Rosenberger III and Leslie de Chernatony, Journal of the Market Research Society (October 1995), pp. 345–355

Virtual reality techniques in NPD research: Phillip J. Rosenberger III and Leslie de Chernatony, Journal of the Market Research Society (October 1995), pp. 345–355