Brand Elements Research Articles

Rebranding: Strategies to Internalise the New Brand

Rebranding is a technique where the firm intends to change its previously created brand image by altering its brand elements. A rebranding process is initiated so as to cover the gaps of the existing brand image/identity of a company. Even though the phenomenon is frequently noticed in the news and various other media, it has not been looked into with a research point of view. The success of a rebranding procedure depends on effective communication of the new brand promise, to both internal and external stakeholders. The externalisation procedure of a firm depends on the effectiveness of internalisation procedure. The firm should adopt necessary strategies to successfully embed the new idea within their employees. This study aims to identify the drivers of rebranding followed by deriving ten strategies for internalising the new brand image. An exploratory study of 106 companies who underwent a rebranding in the past five years was conducted. The firms here belong to diverse sectors ranging from technology to media-based industries. Our research has contributed to the existing rebranding literature through identifying sectorial spread of rebranded companies, the major drivers of rebranding and the strategies that can be used for internal rebranding. The firms by adopting these strategies can overcome the barriers in the employees living the new corporate brand.

Consumer Awareness Towards Brand Equity

Economic strength of a country lies in its ability to employ all its available resources gainfully. This would be possible only when there is a steady and effective demand for goods and services, the precondition for which is the ability and willingness of the people to purchase or pay for such goods and services. Brand awareness is related to the strength of the brand in memory, as reflected by consumers ’ability to identify various brand elements (i.e., the brand name, logo, symbol, Character, packaging, and slogan) under different conditions. Choosing the appropriate measure depends on the relative importance of brand awareness for consumer behavior in the category and the resulting role it plays to the success of the marketing program for the brand. For example, if research reveals that many consumer decisions are made at the point-of-purchase where the brand name, log packaging, and so on will be physically present and visible, then brand recognition and visual awareness measures will be important. In this paper, researcher tried to explore the concept of brand and brand equity. The survey is also conducted to find out the awareness level of consumer about brands, perceived strength and weakness, perception and attitude to the brands, values associated with the brand, image associated with the brand and many more.

Brazilian microfranchising chains: entrepreneurs' backgrounds and perceptions of brands and support

The article aims to analyse how microfranchisees backgrounds influence their perceptions of franchisors' support and the brand. Based on the theory of entrepreneurship and the elements of franchise support and brand, we conducted a qualitative field study utilising the case study method with six Brazilian microfranchisees. Results suggest both the influence of the 'honeymoon period' on perceptions of brands and support and the absence of competencies required to manage a business. The main contribution of this research is positing the relevance and importance of the 'honeymoon period' in microfranchisees' choices and performance.

An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness

This paper aims to assess which ad element-related eye movement behaviors could predict the traditional advertising effectiveness of high-order for video advertising. The data were obtained from 61 participants, each stimulated by six video ads, via an eye tracking method and questionnaires. A logistic regression was conducted to predict high and low ad effectiveness with regard to element-related eye indicators. Three core constructs of high-order advertising effectiveness commonly used in research address the memory (ad recall), affect (attitude toward ad and attitude toward brand) and desirability (purchase intention) of consumers. Three key advertising elements (product, brand, and endorser) were tracked, presented by three eye movement indicators (transformed fixation time (TFT), transformed fixation number (TFN), and average gaze duration (AGD)). The findings indicated that three items are related to attitude toward ad (product-related AGD, brand-related AGD and endorser-related TFT), attitude toward brand (brand-related TFN and AGD, endorser-related TFT), and purchase intention (product-related AGD, brand-related TFN and endorser-related TFN). However, only two items of them are related to recall (product-related AGD and brand-related TFN). Furthermore, for all ad outcomes, consistently, eye movements on product elements and endorser elements tend to positively related to ad effectiveness, while eye movements on brand elements tent to negatively.

Network analysis of the sensory capital of a destination brand

This paper proposes network analysis of qualitative consumer data as a practical method to identify the sensory capital, inclusive of both dominant and latent brand elements, of a well-known tourist destination in the United States, Orlando. Although the results show that the Orlando brand is primarily represented by Disney, network analysis also reveals several latent brand elements, which could enable projection of the city as a destination inclusive of a multitude of attractions for different consumer needs and preferences. These results may help strategic re-branding of Orlando. The methodology developed in this study may help Destination Marketing Organizations (DMOs) in identifying a destination's primary and latent brand elements for different stakeholders in order to hone its strategic brand theme. • Uses Network Analysis to analyze qualitative data about destination brand elements. • Identifies primary and secondary brand elements of a destination, Orlando, USA. • Visually depicts relations among different elements of a destination brand. • Suggests a destination brand concept based on primary and secondary brand elements.

Beyond Beauty: Design Symmetry and Brand Personality

Our research explores connections between a fundamental element of visual design, namely symmetry, and consumer inferences regarding brand personality. In contrast to prior work focused on broad affective responses, we propose that symmetry plays an additional, nuanced role in the communication of brand personality. Results of four experiments reveal that asymmetry in visual brand elements is associated by consumers with brand excitement, and that the effect is driven in part by the experience of subjective arousal. These findings contribute to growing interest in visual design and consumer processing, while extending current understanding regarding the communication of brand personality.

Destination and tourism business brand consistency in Binh Thuan, Vietnam

This article bridges research on destination branding and studies of business brands through an empirical investigation of the consistency between the destination brand of Binh Thuan province, Vietnam, and the brands of 87 tourism businesses operating there. Consistency is operationalized as the manner and extent to which tourism business brands are aligned with the destination brand in terms of brand elements and the brand architecture used to associate the business brands with the destination brand. Binh Thuan is branded very explicitly as a ‘sea, sand, sun’ destination. The 87 business brands were classified into seven groups using a brand elements/brand architecture matrix. On the brand architecture dimension, 61 branded businesses split almost evenly, 31/30, with regard to whether or not their brands were explicitly linked to Binh Thuan’s core values. The most consistent brand elements were the selling points and target markets; most variation with the destination brand occurred in terms of positioning. The elements of nearly two-thirds of the branded businesses aligned very consistently or consistently with those of the destination and a third were weakly or not at all consistent. Twenty-six businesses had little or no branded material at all. Factors contributing to a lack of consistency are location, ownership and management.

Website interactivity and brand development of online travel agencies in China: The moderating role of age

The purpose of this study was to propose a theory-driven model to understand the relationship among social website interactivity, brand experience, brand choice, price premium, and buying intention within the context of online travel agencies (OTAs) websites. The moderating role of consumer age was also investigated. Results suggested the inclusion of social website interactivity in the design of OTA websites enhanced branding elements, which influenced customers' willingness to pay the price premium and to return in the future. The strength of the relationships among these constructs varies across young consumers (aged between 18 and 25) and older consumers (aged above 25). Moreover, results suggested that social website interactivity influenced price premium and buying intentions through brand experience and brand choice. This study offers specific theoretical and practical implications.

Competitive Positioning of a Higher Education Institution in Zambia: The Case of ZCAS

This study was the second phase of a larger research project that was designed to identify and measure a higher education institution’s brand in Zambia in order to ascertain areas for strengthening the brand’s competitive position. The objectives of this conjoint study were twofold: firstly, to identify the current position of the ZCAS brand as a case study and secondly, to establish the current position of the ZCAS brand relative to its higher education (HE) competitors in Zambia. This quantitative study involved administering a conjoint questionnaire to 110 first year students in ZCAS and 280 first year students in seven universities in the country. The 19 branding elements identified in the initial qualitative stage of the project were aggregated into five principal branding factors using Atlas.ti’s co-occurrence tools to facilitate this conjoint study. These five principal branding attributes are teaching quality, fees, course availability, learning environment and employability. The study revealed that ZCAS has a fairly strong brand position in the Zambian HE sector because the most important elements in its brand model, i.e. course availability, teaching quality and facilities are also the premier brand dimensions in the market. The study also revealed that ZCAS needs to reposition itself away from the competition in order to occupy a more favorable position in the minds of its prospective and existing customers. Accordingly, the study recommends that ZCAS increases its course offerings and collaborates with universities in the region. ZCAS should also consider setting up a quality assurance unit to foster quality in the institution. This study adds to the increasing body of knowledge on HE branding, particularly in developing countries, by developing and then testing a brand orientation model for the Zambian HE market.

Caratteristiche vincenti del nome del prodotto - Successful characteristics of brand names

Abstract – Whether it is a product, a service, a company or a website, there is always a name behind a brand, which is often identified much earlier than any other brand element. That name is essential to develop a successful brand. Nowadays brands have become one of the most valuable assets for companies and Brand Naming consultancy aims at developing names which will have the power to become real brands. A brand name should be distinctive, legally protectable and easy to pronounce in many different languages. This paper focuses on the distinctive methodologies and procedures like the Naming DESC, the Naming Circle or the Naming Strategy conceived by Beatrice Ferrari during the last decades, which aim at facilitating the understanding and the practice of the discipline.

“Tata i-Shakti” to “Tata Sampann”: rebranding or repositioning?

Subject area Marketing. Study level/applicability This case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning. Case overview Tata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”. Expected learning outcomes To make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.

Visual Branding Kemasan Produk Olahan Belimbing Khas Depok

This research focuses on visual branding study of superior featured product of local area which produce by SMEs in Depok. Depok has a featured product which is starfruit called “belimbing Dewa”. Rasa Dewa is one of many brands of Depok’s proccessed product of starfruit which have lot of variants among others brand. This qualitative research uses aesthetic approach (form, function, meaning) and marketing science approach. Data are collected by observation and literature study. it was done by observed the visual branding elements on the packaging. The Packaging of Rasa Dewa were analyzed according to the regional branding concept whereby the use of geographic indicators on brand identity may involve associations of unique characteristic qualities with specific locations or quality images based on the history, tradition and folklore of an area. The purposes of this study are to determine the form, function and meaning of the elements of Visual Branding of Rasa Dewa that exist on the packaging of starfruit processed products which produces by SMEs Depok associated to brand identity and brand image as a featured product of the local area. Result of this research indicate that Packaging of Rasa Dewa not yet represent Depok featured product.

How contribute strategic corporate brand management model? : Thai SMEs context

Strategic corporate brand management (SCBM) and corporate performance are especially meaningful to become a new support management concept for SMEs today. However, SMEs less is served to how SCBM conceptualizing brought in order that it may produce the high effectiveness CP and their conceptualizing has not been still investigated appropriately, especially the SMEs of Thailand context. This paper seeks to develop a conceptual model for SCBM towards on SMEs corporate performance in Thailand. Drawing on reconsidering and analyzing the theoretical and empirical research are addressed the model. Based on the result provide that SCBM concentrating on the SMEs corporate performance pointedly the effect of distinctiveness, closely with firm characteristics, entrepreneurship, corporate brand element and competitive environment. The developed model devoted to great recognize the role of SCBM and how to enlarge the assistance of Thai SMEs corporate performance. Moreover, this paper increases to the previous research in which the attachment between other factors with SCBM was synthesized. The model advances to SCBM study by essence one of the SMEs development notions. In sum, it is recommended that Thai SMEs’ entrepreneur should be accentuating more for their firm characteristics, entrepreneurship, corporate brand element, competitive environment and strategic corporate brand management. Furthermore, it should be address an evidence empirical study for a major gap in the area of SCBM.
 Keywords: Strategic corporate brand management, corporate performance, SMEs, Thailand.
 

Relationship Between Millennials and Brand Loyalty: Mediating Brand Loyalty Factors

<p><em>The purpose of this study is to identify factors (brand elements) that mediate between Millennials and brand loyalty, and to test a theoretical model that includes these mediating factors in describing the relationship between millennials and brand loyalty. The study focused on the key factors that we identified and hypothesized to mediate the relationship between millennials and brand loyalty. The quantitative study surveyed two hundred and fifty-three (n=253) respondents randomly drawn. Structural Equation Modelling (SEM) was used to test a model of the relationship between the mediating factors, millennials and brand loyalty. All model fit parameters were well within acceptable bounds. The Comparative Fit Index (CFI) was 0.999, Root Mean Square Error of Approximation (RMSEA) was 0.018, and Standardized Root Mean Square Residual (SRMR) was 0.022. However, we believe that the model is over-fitting the data, and this is not surprising given that there are 22 variables and 253 data points. These results show promise, but require further investigation in a second phase of the inquiry. This study limited itself to surveying millennials, brand loyalty, and the seven mediating factors we identified and hypothesized to play a role in mediating between them. Based on this study, brand management strategies are proposed.</em><em></em></p>

Now You See Me, But You Don't Know: Consumer Processing of Native Advertisements in Online News Sites

ABSTRACTNative advertising has become a growing trend in news outlets to break through the clutter of advertisements to reach consumers. This exploratory study investigates consumers' cognitive processing of native advertisements in U.S. online news sites. Using think aloud techniques, 30 interviews revealed that two-thirds of participants saw native ads in the provided online news sites, but less than half of them were aware of the persuasive intent of the native ads. For those who recognized native advertisements in the news sites, brand elements, and ad disclosures were the most commonly reported identifiers. Furthermore, native advertising does not always generate negative perceptions. Practical and policy implications and future research directions are discussed.

Research on the Cultivation of Tea High-end Brand Prototype Based on Origin Marketing

Brand Prototype is the general knowledge of consumers about a major brand, which reflects consumer expectation about How should brand. Tea is a regional characteristic agricultural product with natural endowment, historical and cultural characteristics. Origin element is an important part of tea brand marketing, therefore, to cultivate high-end tea brand Prototype should pay attention to the origin brand elements. Besides enterprise brand building, tea high-end brand Prototype cultivation compromises brand elements such as country of origin image, natural ecological conditions, and historical heritage, cultural customs etc. and collaborative management mechanism should be established.

TOURIST DESTINATION BRANDING IN FUNCTION OF MARKET POSITIONING AND INCREASED COMPETITIVENESS OF SPA TOURISM

Tourist destination branding is a process that distinguishes a particular destination according to its unique attributes, creating its distinctive image and identity. In fact, the greatest success is achieved by emphasizing and promoting authentic tourism values. The research focuses on spa tourism destinations as the most developed forms of domestic tourism. Based on the theoretical premises and for the purpose of the research, ZTC "Banja Vrućica" was the best suited for empirical analysis as a successfully branded and market-recognized destination that can serve as a model and an example for the branding of less renowned destinations. The study uses the test method by survey research of the attitudes and opinions of the visitors on the elements of the destination brand and statistical methods for the treatment of primary and secondary sources of data and information. The research gave clear indications of the close connection between the destination brand development process and strategic positioning of a developed destination. In a special way, this study reveals some of the essential components of branding destinations that are highlighted in the literature and that are intertwined with the process of formulating destination strategies and it forms the basis for improving the image and destination attractiveness experience with potential market segments.

Brand Elements Implanted Study of Time-Honored Thematic Museum Display Design

<em>Time-honored brand as treasures left by the industrial and commercial competition hundreds of years </em><em>ago, its brand value is obvious. According to statistics, many time-honored brands began to build their </em><em>own museum since 2010 to keep fresh legend. This article studies brand elements implanted in the </em><em>museum display design from “shape”, “meaning” and “region” three aspects, and discusses the way</em><br /><em>and value of brand elements implanted. The study shows that brand elements implanted plays an </em><em>important role in the time-honored theme museum display design.</em>

IMC antecedents and the consequences of planned brand identity in higher education

PurposeThis study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.Design/methodology/approachA model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships.FindingsThe study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence.Research limitations/implicationsThe focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context.Practical implicationsProfessionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies.Originality/valueThe study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.

PENDAFTARAN MEREK ASOSIASI SEBAGAI MEREK KOLEKTIF (KAJIAN TERHADAP ASOSIASI RAJUT INDONESIA WILAYAH JAWA TENGAH)

<p>This study examines the registration of collective marks owned by the<br />Association of Knitting Indonesia Central Java (Java ARI) on the knitting craft<br />products manufactured and marketed independently. In addition, the assessment<br />conducted on the mechanism of collective trademark registration in the relevant<br />institutions. The research method used juridical empirical approach. Juridical<br />aspect is based on Law No.20 of 2016 on Marks and Geographical Indications<br />and related legislation, while reviewing the empirical aspects of the business<br />activities carried on ARI Java. The results showed that ARI Java brand label have<br />met the brand element that can be registered as a collective trademark<br />registration with domicile at the Directorate General of Intellectual Property of<br />the Ministry of Law and Human Rights in Central Java.</p><p> </p>