Brand Identity Development Research Articles

Digital-Based UMKM Branding & Marketing Innovation Assistance for Rengginang and Shrimp Cracker Businesses

Throughout the decade of increasingly rapid digital growth, digital technology has been one of the needs and has played a major role in innovating branding and marketing of micro, small, and medium enterprises (MSMEs) in various sectors. Digitalization is part of the development and innovation to change traditional branding and marketing into digital-based marketing in Rengginang and Krupuk Udang businesses. The purpose of community service activities through mentoring the community is to provide insight and skills about product digitalization in the form of labeling and marketing so that the community can innovate and develop products, especially to improve the welfare of the community in Gerongan Village, Kraton District, Pasuruan Regency. The ABCD (Asset Based Communities Development) method is the community service Method, which is structured and based on the needs and potential to develop village communities. The following are the steps used: Local Identification and Analysis (Discovery), Brand Identity Development (Dream), Optimization of Production Practices and Product Quality (Define), Use of Digital Technology and Marketing (Destiny), and Performance Measurement and Evaluation. The results of this community service activity indicate an increase in MSME insight into the importance of digital-based branding innovation and digital marketing, increasing labeling skills, and digitalization of marketing for innovation and development in their businesses.

Branding a new university: The development of Atlantic Technological University's brand identity

This paper analyses how Atlantic Technological University (ATU) successfully created a unique brand identity for this newly established university located in the west and north-west of Ireland. The opportunities and challenges presented by such a large task are reviewed. Developing a new higher education brand uniting three education institutes, each with over 50 years of history, required a team effort and considerable communication and engagement skills to ensure that all stakeholders supported the project. A strategic partnership between three Institutes of Technology, the Galway-Mayo Institute of Technology, Institute of Technology Sligo and Letterkenny Institute of Technology, was formed in 2012 and was known as the Connacht-Ulster Alliance (CUA). The goal of the CUA was to establish a university of size, scale and impact for its region, which would make a substantial contribution to higher education nationally and internationally. Developing a brand for the new university involved dedicated and motivated internal teams supported by an external branding consultancy company. This case study outlines the work of the team responsible for developing the brand identity, along with the lessons learned which ultimately resulted in a successful launch of a brand for a new university — ATU. The approaches and considerations for branding a new institution may also apply to rebranding an existing entity.

Destination Branding Provinsi Nusa Tenggara Timur Melalui ‘The New Tourism Territory”

The purpose of this research is to find out how the implementation of the Destination Branding "The New Tourism Territory" stage is carried out by the East Nusa Tenggara Tourism Office. This study uses a qualitative research method using a case study approach. The results of the study show that 1) In implementing Destination Branding through "The New Tourism Territory" East Nusa Tenggara Province has carried out the five stages of destination branding proposed by Morgan, Pritchard and Pride, namely market investigation, analysis and strategic recommendations; brand identity development; brand launch and introduction; brand implementation; and monitoring, evaluation and review. 2) Brand Identity Development carried out by the Tourism and Creative Economy Office of East Nusa Tenggara Province, namely forming a destination identity, which is the characteristic of the Komodo dragon and "The New Tourism Territory is the new identity of the Province of NTT. 3) Brand Launch and Introduction carried out by the Office of Tourism and Creative Economy of East Nusa Tenggara Province through advertising, direct selling in international tourism exhibitions, tourism magazines, brochures, pamphlets, websites, Instagram, Facebook and events. 4) Brand Implementation carried out by the Office of Tourism and Creative Economy of East Nusa Tenggara is to apply the brand to promotional media, creating tourism products in the form of cultural events and attractions. 5) Monitoring, evaluation and review carried out by the Office of Tourism and Creative Economy of East Nusa Tenggara Province is a review of the use of promotional media as a communicator for the branding of "The New Tourism Territory", in this case the dispar.ntt website.

Citizen Participation for Sustainability and Resilience: A Generational Cohort Perspective on Community Brand Identity Perceptions and Development Priorities in a Rural Community

Citizen participation is deemed to be crucial for sustainability and resilience planning. However, generational equity has been missing from recent academic discussions regarding sustainability and resilience. Therefore, the purpose of this paper is to reintroduce the topic of the existence or absence of an intergenerational consensus on the example of a rural community and its perceived brand image attributes and development priorities. The research is based on primary data collected through an online survey, with a sample size of N = 808 respondents in Neunkirchen-Seelscheid, Germany. The data were analyzed using the Kruskal–Wallis test for the presence and/or absence of consensus among the five generations regarding brand image attributes and development priorities. The findings point to divergence between what the median values indicate as the most relevant brand image attributes and development priorities among the citizens and the areas where the Kruskal–Wallis test shows that an intergenerational consensus either does or does not exist. The results imply the need for new concepts and applied approaches to citizen participation for sustainability and resilience, where intergenerational dialogue and equity-building take center stage. In addition to the importance of the theory of citizen participation for sustainability and resilience, our results provide ample evidence for how sustainability and resilience planning documents could potentially benefit from deploying the concept of intergenerational equity. The present research provides sustainability and political science with new conceptual and methodological approaches for taking intergenerational equity into account in regional planning processes in rural and other areas.

Destination Branding Process of Bengkalis Regency as a Cultural Tourism Destination by the Board of Tourism, Culture, Youth and Sport

The existence of tourism development policies that are not supported by integrated communication activities makes tourism problems in Bengkalis Regency increasingly complex. Disparbudpora has made Bengkalis Regency a cultural tourism destination through destination branding. This study aims to determine the destination branding process for Bengkalis Regency by the Board of Tourism, Culture, Youth and Sports (Disparbudpora) as a cultural tourism destination. The research method used is qualitative with a descriptive case study approach. The results of this study indicate that Disparbudpora of Bengkalis Regency introduces cultural tourism destinations by carrying out 5 stages of destination branding. The first stage is market investigation, analysis and strategic recommendation, namely by collecting secondary data, field surveys and data analysis. The two stages of Brand identity development, using the Sembayung logo and the tagline Bengkalis diversity of culture. The three stages of brand launch and introduction are carried out through digital communication and special events which are held annually. The four brand implementations are carried out in accordance with the program set in RIPPARDA 2021-2035. Fifth, Brand monitoring, evaluation and review is carried out directly, through the UPT Tourism and destination managers and Evaluation, a review that discusses the data that has been collected regarding the deficiencies and advantages of destinations.

"We buy what we wanna be": Understanding the effect of brand identity driven by consumer perceived value in the luxury sector.

Prior studies focused on consumer satisfaction and loyalty have brought undeniable benefits to luxury brand marketing but are not sufficient to ensure a long-lasting and profitable customer-brand relationship in the new setting. Brand identity provides a valuable exploration of this issue. However, the current measurement of brand identity is relatively simple, and there is no clear answer to what factors encourage brand identity development. This study attempts to address this gap by dividing the brand identity structure from a multi-dimensional perspective, considering the role of luxury consumer perceived value and brand information quality in shaping the brand identity. Data was gathered by an online questionnaire survey from Chinese consumers who had purchased luxury jewelry, employing regression methods for analysis. The results show that four predictors representing luxury consumer perceived value all have a significant impact on the brand’s social identity and personal identity. In addition, brand information quality also positively moderates the relationship between the luxury consumer perceived value and the brand’s social identity. This study opens new horizons for considering dimensions other than the satisfaction or intention to use, expanding the applications of brand identity in a new context. The results contribute to increasing the awareness level of brand identity for luxury brand practitioners and offering them a new method of market strategy.

Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana

Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools have proven effective among service and non-service-based businesses. This study examines the impact of social media on customer buying decisions via brand personality attributes among telecom products (e.g., mobile phones, sim cards, and data subscriptions) in Ghana. A positivist research paradigm with a non-probability sampling were deployed to achieve study goals. A structured questionnaire was designed to collect the data from subscribers of the telecom giants (MTN, Vodafone, and Airtel-Tigo) in the capital of Ghana through a non-probability sampling technique (snowball/referral method). Both self-administered and online survey (link) were deployed with strict adherence to Covid-19 protocols. A valid data set of 414 (representing 82% of response rate) from 507 responses was received for data processing. PLS-SEM was applied to analyze the study hypothesis. The study identified five main brand personality attributes (i.e., brand sincerity, brand excitement, brand competence, brand sophistication, and brand ruggedness) as mediators of the proposed framework. The study found that brand sincerity, brand excitement, and brand competence played a significant mediation effect on the relationship between social media usage and customer buying decisions, whereas brand sophistication and brand ruggedness did not. The findings suggest that brand management plays an interconnected role in customer decision-making in which brand practitioners should take a keynote regarding their strategic marketing decisions. Finally, the paper recommends that future research consider a mixed approach to offer an in-depth analysis. Acknowledgment This study is supported by Tomas Bata University in Zlin through IGA/FAME /2022/010 Influencer marketing and intercultural differences across generations and IGA/FAME/2021/005-Significant factors in the sustainability of economic growth with a focus on the SME segment. We are grateful to the Editor-in-Chief and the anonymous reviewers for their comments in shaping this manuscript.

Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance

While many models describe efforts to build brand identity, none specifies the brand identity development for small firms facing uncertainty, such as rapidly internationalizing international new ventures. By examining four such case firms informed by interviews and archival data spanning five years, this study identifies three brand identity development states: unbranded, sporadically branded, and focused branded international new ventures. Brand values, brand personality, and brand relationships are critical brand identity dimensions that manifest in the three states. A related model and propositions help explicate how uncertainty owing to psychic distance moderates the impact of decision-making logics on brand identity development. We show how the role of decision-making logic affects the prominence given to different dimensions of brand identity in the developmental states. Moreover, we reveal the associated change and state mechanism allowing for the rapid advancement of brand identity states in international new ventures.

Analysis of tourist brand identity development (on the example of Zaporizhzhia city)

The article is devoted to the study of such a modern marketing tool to increase the tourist attractiveness of the region as creating a brand. The views of prominent scientists, both in Ukraine and abroad, regarding the formation of theoretical and practical foundations of branding and marketing of territories are outlined. The article determines that the promotion of a tourist product in the domestic and world markets is not only due to favorable geographical location or natural conditions, but also due to the ability to position the product through the formation of a brand, which is why the formation of a positive image (brand) is one of the priorities set by governments, businesses, firms, and cities. The essence of the concepts “brand” and “identity” and their differences are characterized. The stages of brand formation in the region (SWOT-analysis of the region; study and fixation of its current state; search for conflict resolution; creation of an image (brand) of the region; development of action plan for regional brand formation; brand promotion; monitoring and evaluation of the brand) and the main components of its identity (company name; slogan; logo; color palette; font; carriers of brand identity) are outlined. The peculiarities of the development of the tourist brand identity and its key tasks are highlighted. The article emphasizes that each region seeks to take a unique position in the minds of potential tourists, investors, and people to develop competitive advantages that will enable it to be attractive to consumers for a long time. The development of the identity of the tourist brand on the example of Zaporizhzhia is analyzed, namely the history of creation, the concept of “7 by 7”, the city logo, tourist destinations and their logos, slogan, font, and more. Prospects for further research are identified, including the identification of promising areas for regional development of tourism and hospitality.

TRUU-Lab: Methods for Optimizing Test Names for Understanding and Utilization

Abstract Introduction/Objective Poor understandability of laboratory test names increases the risk for inappropriate test utilization and medical errors. Yet, human understandability has not been a major consideration in existing laboratory test names or naming guidelines. TRUU-Lab (Test Renaming for Understanding and Utilization for Laboratory Test Names) is a national initiative that now has more than 45 members representing more than 20 academic and industry organizations, the CDC, and the FDA. The goals of the initiative include: 1) Identify root causes and challenges in understanding and using laboratory test names; 2) Share resources related to potential solutions; 3) Develop consensus guidelines for laboratory test naming; 4) Establish consensus names for existing laboratory tests; and 5) Promote the adoption and implementation of consensus laboratory test names. Methods We previously addressed the first two goals of this initiative by identifying problematic test names and features of test names that contribute to misutilization. We also identified the advantages and limitations of current test naming guidelines and previous standardization efforts. This current study addresses goals 3 and 4. We developed an iterative process of guideline development. This process includes collecting feedback on consensus names to improve guidelines, which then informs the improvement of the consensus names. Results By analyzing test name characteristics, we found that the requirements for understandability vary with respect to the clinical scenario and provider background. We have used these results to design a 30-min long survey to test candidate names. The survey will be distributed through the Brand Institute, which offers expertise in pharmaceutical name and brand identity development. This pilot survey will be sent to primary care providers to assesses intuitive name preferences given a short and specific prompt. The second phase will take place in a simulated electronic medical record environment to present clinical scenarios where physicians will select an appropriate test. Conclusion We expect that results from survey studies will directly inform the development of TRUU-Lab naming guidelines, in turn permitting development of better-optimized laboratory test names. This process represents a new strategy for the intentional design of laboratory test names that are understandable and promote correct provider utilization.

TRUU-Lab: Methods for Optimization of Test Names for Understanding and Utilization

Abstract Poor understandability of laboratory test names increases risk for inappropriate test utilization and medical errors. Yet, human understandability has not been a major consideration in existing laboratory test names or naming guidelines. TRUU-Lab (Test Renaming for Understanding and Utilization for Laboratory Test Names) is a national initiative that now has more than 45 members representing more than 20 academic and industry organizations, the CDC, the FDA, and organizations outside of the US. The goals of the initiative include: 1) Identify root causes and challenges in understanding and using laboratory test names; 2) Share resources related to potential solutions; 3) Develop consensus guidelines for laboratory test naming; 4) Establish consensus names for existing laboratory tests; and 5) Promote the adoption and implementation of consensus laboratory test names. Previous studies have addressed the first two goals of this initiative by identifying problematic test names and features of test names that contribute to misutilization. We also identified advantages and limitations of current test naming guidelines and previous standardization efforts. This study addresses goals 3 and 4 of the TRUU-Lab initiative. We have adopted an iterative process of guideline development, to make use of feedback from establishing consensus names to improve guidelines and vice versa. Preliminary work in this area has focused on definition of optimal laboratory test names from a human understandability perspective. By analysis of test characteristics through the process of test name redefinition, we found that the requirements for optimal understandability vary with respect to clinical scenario and provider background. This highlights the need for naming guidelines to permit flexibility in the components and presentation format for laboratory test display names. We are using results from this work to construct idealized candidate test names given an appropriate clinical scenario. Candidate names will be evaluated by survey studies through the Brand Institute, which offers expertise in pharmaceutical name and brand identity development. We are assessing different laboratory test names under controlled conditions, with studies conducted in two phases. The first phase, conducted through pilot surveys sent to primary care providers, assesses intuitive name preferences given a short and specific prompt. The second phase will use a simulated electronic medical record environment to present mock clinical scenarios, which surveyed physicians will use to select an appropriate test. We expect that results from survey studies will directly inform the development of TRUU-Lab naming guidelines, in turn permitting development of better optimized laboratory test names. This process represents a new strategy for intentional design of laboratory test names that are understandable and promote correct provider utilization.

Transformational retailing and the emergence of a modern brand: Liberty of London, 1875–1900

ABSTRACT This article considers the role of a transformational retail setting in the development of an iconic brand identity in the last quarter of the nineteenth century. The focus of this research is Liberty of London. Through experiential engagement and augmented admission, Liberty created a retail environment that challenged existing practices. Coupled with the development of a brand identity enhanced through authoritative advocacy and consumers’ allegorical encounters with the firm’s core brand message, Liberty achieved the symbolic substantiation of a distinct taste regime through the market-mediation of authenticity. We discuss how brand representation in a transformational retail setting in the metropolitan market of the late nineteenth century legitimised and structured consumer expectations in a context of growing middle class demand for merchandise with enhanced aesthetic qualities and associated lifestyle values.

Shared landscapes

PurposeThis paper argues for the recognition of regional-consumers’ perceptions of growing food in the landscape. This paper aims to explore the hidden value of observed landscapes and lived “lifescapes” as unformulated brand experiences, particularly those relevant to regional meat. These inform the brand identity construct following Kapferer’s (1997) brand identity framework. It is the local consumers’ gaze, which is of interest, as this lives and digests the place. As an often unconscious experience, it must be recognised, articulated and formalised into a brand to enable authentic communications of place meaning to visitors.Design/methodology/approachIn total, 20 soft-laddering interviews and hierarchical value maps identified the most frequent connections made by local residents for the Cumbrian fells. The cognitions and rationalisations used by residents in considering their lamb choices are revealed using this method and understanding of these linkages feeds into the development of brand identity (Kapferer, 1997). Gengler et al. (1995) offer a guide on means-end chain (MEC) data analysis, which was used in processing the data.FindingsMEC findings showed that people experience places populated with flocks of sheep/local meat in production and perceive its qualities and characteristics as influenced by terroir conditions, by season and their own relationship with the landscape and with the local community. In essence, they experience the brand of these “products” prior to their status as products (Kapferer, 2007; Jacobsen, 2012). The revealed limitations of both servicescape and of attribute-related literature are discussed relative to the timing of the visual impact experienced by local consumers.Practical implicationsThe paper provides a summary of the brand identity for Herdwick lamb (HL), which has emerged from the research process (Figure 2). This example may be useful in discussions with practitioners involved in HL brand development.Originality/valueThe opportunity to reveal local residents’ experiences of “pre-products” in the landscape is discussed as a source of latent and authentic brand relationships.

Brand identity development

The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy, harmoniously combined with the corporate and business strategy which includes the market situation analysis, an analysis of economic conditions and activities of the organization, analysis of marketing affords, analysis of the marketing strategy, the brand strategy selection, the brand positioning choice, brand identity development. Based on the well-established brand identity models such as The Brand Identity System (D.A. Aaker, USA), The Brand Identity Prism (J.-N. Kapferer France), L. De Chernatoni’s model (UK), 4D Branding (T. Gad, Sweden), The Brand Wheel (Bates Worldwide, USA), The Brand Platform (Young & Rubicam, USA) the authors have discussed the current approaches to the brand identity creation depending on which market (customer or B2B) a firm participates in perform and its capacity to serve the interests of both corporate and individual customers. The proposed approaches are needed for successful brand management.

Effectiveness of Branding, Opinion Leader and Government in the Establishment of Thematic Village in Semarang City, Indonesia

One of efforts to develop a country’s economic condition is by implementing city brand building. Brand building of the city consists of five phases, which determine the success of branding itself, namely (1) market investigation, analysis and strategic recommendations, (2) brand identity development, (3) brand launch and introduction-communicating the vision, (4) Brand implementation, (5) monitoring, evaluation, and review. Besides the phases, two other contributing factors to the success of city brand building are opinion leaders and the government. This study compares the effectiveness of branding, opinion leaders, and the government in two thematic villages in Semarang, Indonesia, using Mann Whitney test. The results of data processing indicate that there are significant differences between the effectiveness of branding, opinion leaders, and the government of the two villages. Through this research, it is expected that the formation of the thematic villages is based on the five phases of branding building as well as involvement of opinion leaders. In addition, the government needs to implement policies that support the brand building.

사회적 기업 브랜드 아이덴티티 개발사례 연구 - 반딧불 나눔복지재단 브랜드 개발 사례를 중심으로 -

본 연구는 (사)반딧불 나눔복지재단의 브랜드 아이덴티티 디자인 개발에 대한 연구로 2018년 05월 ~ 2018년 09월까지 진행된 브랜드 아이덴티티 디자인 개발 사례를 대상으로 한다. 브랜드란 제품을 판매하는 기업이나 개인이 소비자에게 특정 이미지를 주고, 경쟁자가 제공하는 서비스, 재화와 차별화하기 위해 만든 심벌, 이름, 디자인 등의 항목이나 또는 이들의 조합을 말한다. 오늘날 소비자 인식을 방해할 정도의 많은 브랜드 속에서 소비자들에게 긍정적이고 지속가능한 상징적인 의미로 기억에 남기 위해서는 경쟁사와 구별되는 브랜드 이미지가 요구된다. 이렇듯 소비자가 해당 브랜드를 떠올릴 때 가장 먼저 그릴 수 있는 시각적인 이미지가 브랜드 디자인이며, 기업은 타경쟁사와 차별적이면서도 기업의 철학을 담은 브랜드를 구축해야 한다. 이에 본 연구는 사회적기업인 나눔복지재단의 특징과 유사사례들을 철저히 분석하고, 선행연구를 통해 장기적인 관점에서 반딧불 나눔복지재단이 타 나눔복지재단과 차별화된 브랜드 아이덴티티를 개발할 수 있도록 목표를 설정했다. 특히 반딧불 나눔복지재단을 상징하는 모티브를 가지고 디자인 이미지를 표현하고 구성하였다. 이를 통해 새롭게 제작된 브랜드 아이덴티티의 차별성이 선호도 등 긍정적인 결과로 도출되었다. 본 연구를 통해 반딧불 나눔복지재단의 브랜드 아이덴티티 구축을 시작으로 이러한 사회적 기업이 운영목표를 성취하고 공동체 활성화에 기여할 수 있기를 바란다.

D2C 환경과 화장품 브랜드 아이덴티티 디자인 개발 - 신규브랜드 ‘리채움’ 브랜드 아이덴티티 개발을 중심으로 -

D2C 환경과 화장품 브랜드 아이덴티티 디자인 개발 - 신규브랜드 ‘리채움’ 브랜드 아이덴티티 개발을 중심으로 -

NIE-based SME brand building in foreign markets: an exploratory study

PurposeThe purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization.Design/methodology/approachA case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands.FindingsClear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly regarding brand identity development, use of foreign sales subsidiaries and number and types of brands used. The authors find an interaction effect between product characteristics and host market levels of economic development, both of which influenced the degree of product standardization.Originality/valueThis study is the first attempt to uncover the branding strategies of NIE consumer-goods SMEs. The findings contribute to the field by extending our understanding of branding strategies used by consumer-goods SMEs from NIEs, thereby providing useful insight for other NIE enterprises when establishing branding strategies aimed at foreign markets.

The development of a destination brand identity: a story of stakeholder collaboration

Literature has demonstrated the central role of stakeholders and collaboration in destination branding. However, empirical studies on stakeholder interactions and their dynamics in destination and place branding are still rare. The objective of this study is to examine how different kinds of factors and internal stakeholders’ actions contribute to destination brand identity development. Drawing from social identity and place branding theories, and empirical research from a ski destination, we identify five factors and four actions contributing to the destination brand identity development process. Our findings indicate that a strong informal stakeholder group can take the leadership in brand development and that the role of the destination marketing organisation might be overemphasised in the literature on destination marketing and management.

Development of new B2B venture corporate brand identity: A narrative performance approach

The development and role of brand identity in new B2B ventures is not well explored despite the challenge for such organisations in establishing reputational legitimacy. Previous research defines corporate brand identity as stable and endogenous to the organisation based either on the reputational capital of the organisation or the founder. We challenge this view in this paper from a conceptual and empirical perspective. Combining narrative theory and performativity theory this article suggests brand identity develops as a narrative performance. The study employs a narrative case analysis of interviews and archival data generated during a three-year period to examine the development of corporate brand over time. This study shows that the development of corporate brand identity and the context of the development of new B2B venture are closely intertwined processes and provides a framework for understanding the phenomenon. Brand identity is not a stable core emanating from inside the company but develops over time through a reciprocal sensemaking and dynamic interactions between company and the key external stakeholders in its context. We conclude that brand identity is built not only upon the reputational capital of past behaviours but of the brand itself as it explores and interacts within its brand eco-system.