Enterprise Brand Research Articles

Analysis of the Effect of Marketing on Enterprise Brand Establishment: Take Coca-Cola as an Example

Coca-Cola is a fantastic illustration of how powerful marketing can establish a brand and foster consumer devotion. The success of the business is largely a result of its ability to forge an emotional bond with its clients through its marketing initiatives. The research analyzes the marketing strategies of Coca-Cola using literature analysis. It concludes that brand recognition and brand loyalty have been greatly increased by Coca-Cola marketing activities. In its history, the corporation has produced some of the most recognizable and famous advertising campaigns, including the "Share a Coke" and the "Mountain Top" ads. Through these initiatives, Coca-Cola was able to engage with its consumers on a more personal level, which aided in solidifying the company's brand image. The company's market share was also increased in part by Coca-Cola's marketing initiatives. Due in great part to the company's marketing initiatives, Coca-Cola's products hold the largest market share for carbonated beverages. The business has been successful in efficiently promoting its goods and building a strong brand identity that appeals to customers. Additionally, Coca-Cola's marketing strategy has placed an emphasis on enhancing the company's reputation as well as promoting its products. With bottlers and partners, as Santa Claus, and in performances during World War II, Coca-Cola has participated in a variety of social and cultural endeavors. These initiatives have helped to create a positive image for the company and increase the loyalty of Coca-Cola fans.

How to Build Enterprise Brand Image by Virtue of Crisis Public Relations?

As the competition in the market environment increases day by day, enterprises often encounter various types of crisis public relations events: regulatory policy changes, changes in the industry environment, competitors' malicious smears, user complaints, and other levels. Moreover, if enterprise managers face a poorly handled crisis, the enterprise brand will be ruined and lose consumers' trust. However, if the crisis is handled properly, it may also turn "crisis" into "opportunity", which is more conducive to the further development of the enterprise. In the face of a crisis, how to reasonably conduct crisis public relations to shape the enterprise's brand image? This paper will combine the research results of domestic and foreign scholars to analyze some key factors of crisis public relations faced by enterprises to effectively improve enterprises' brand image and enhance their reputation and status in public opinion.

Research on the Application of Enterprise Brand Advertising Localization in All-media Era

This paper discusses the strategy of enterprise brand to realize advertising localization in the era of all media. Advertising localization means that enterprises customize advertising content in different geographical and cultural backgrounds to better attract and influence local consumers. Specific measures are proposed to address this challenge, including language and cultural adaptation, the use of symbols and images, and the cooperation of local partners and opinion leaders. In addition, through data analysis and adjustment, enterprises can evaluate the effectiveness of advertising in real time and adjust their strategies in time. Through the combined application of these strategies, companies are able to localize their advertising in the all-media era and build stronger connections with local consumers.

The Influence of Consumer Sentiment on Marketing Effect in Cause Marketing -- Take Hongxing Erke as an Example

With the frequent occurrence of unfortunate events that affect both the public and businesses, such as the COVID-19 pandemic, the importance of cause marketing has become increasingly prominent. However, while the number of studies on cause marketing has increased, there is still a lack of validation and interpretation of the relationship between consumer sentiment and cause marketing. Based on the case of cause marketing of Hongxing Erke and domestic and foreign literature, this study mainly uses the process tracking method to analyze the impact of public sentiment on marketing effect. It is found that after the unfortunate event, enterprises can properly reduce the price of goods in the cause marketing, choose the right point to cause marketing and enhance public sincerity, to better use the consumers' emotional resources, to improve the effect of cause marketing, ultimately stimulate consumption, and set up socially responsible for the enterprise brand image.

Modeling Multi-Generation Product Diffusion in the Context of Dual-Brand Competition and Sustainable Improvement

The diffusion of competition under the coexistence of multi-generation products has become one of the important challenges faced by enterprises in their daily and sustainable operations. At the same time, the competition between different brands has intensified the difficulty and complexity of decision making in the process of multi-generation product operations. Therefore, based on the Norton–Bass model diffusion process, this paper introduces two marketing variables: dynamic price and quality level. Then, this paper builds a multi-generation product diffusion model under dual-brand competition and analyzes the impact of the company’s revenue on launch time to market, pricing, quality, and technical levels. By using the system dynamics (SD) method (from the perspective of strong brand and weak brand enterprises), the competition diffusion model is built and simulated. The simulation indicates the following: (i) When enterprises have the same brand competitiveness, reducing the pricing level cannot obtain more revenue and instead diminishes the overall revenue of the industry. Raising the pricing level can obtain more revenue and also improve the revenue of competitors. (ii) When the competitive strengths of enterprises are different, strong brands tend to maintain stable pricing on the basis of improving the quality level (or slightly raising the price). Weak brands tend to raise the pricing of new products significantly on the basis of improving the quality level. (iii) The launch-time-to-market decision of new products is influenced by the degree of the product quality upgrade. Therefore, the frequency of releasing new products should trade off against the degree of technological upgrading of the product quality. This research provides a theoretical basis and new insights for new product launches and operation decisions of enterprises.

E-commerce enterprise brand image, seller's reputation and consumers' purchasing intention: Basis for online buying platform improvement framework

E-commerce enterprise brand image, seller's reputation and consumers' purchasing intention: Basis for online buying platform improvement framework

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods. Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises. Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation. Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability. Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Xxx268213091775

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods. Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises. Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation. Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability. Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Models for Supporting Agribusiness in the Face of Food Security Threats

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.
 
 Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods.
 
 Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises.
 
 Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation.
 
 Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability.
 
 Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Communication Strategies of Internet Marketing of Trading Enterprises

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.
 
 Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods.
 
 Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises.
 
 Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation.
 
 Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability.
 
 Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Who will embrace upward line extension? The role of power distance belief

Upward line extension is a significant strategy for enterprise brand management and market expansion. However, a new status product launched by a non-status brand through upward line extension inevitably forms a competitive relationship with the status product launched by a status brand. Based on the categorization theory, this study explores the influence of status product type (non-extended status product, upward-extended status product) on consumer responses and its potential psychological mechanisms. Furthermore, it examines the moderating role of power distance belief (PDB) in the relationship between status product type and consumer responses. The results indicate that consumers develop lower product evaluations and purchase intentions for upward-extended status products compared to non-extended status products (Studies 1, 2a, 2b, and 2c). Perceived fit and signaling effectiveness mediate the effect of status product type on consumer responses (Study 1). More importantly, PDB moderates the effect of status product type on consumer responses, as high-PDB consumers respond similarly to upward-extended and non-extended status products, whereas low-PDB consumers respond more negatively to upward-extended status products compared to non-extended status products (Studies 2a, 2b, and 2c). Perceived fit and signaling effectiveness mediate the interaction effect between PDB and status product type on consumer responses (Studies 2a and 2b). This study augments the literature on vertical brand extension and PDB, and provides practical guidance for marketers intending to launch upward line extension.

Small Medium Enterprises Brand Gestalt: A Key Driver of Customer Satisfaction and Repurchase Intention

Purpose: There has been a lack of empirical research examining the relationship between brand gestalt, customer satisfaction, and repurchase intention. The present study aims to fill this theoretical gap by analyzing the influence of brand gestalt on customer satisfaction and repurchase intention in the context of Small and Medium Enterprises (SMEs). Theoretical framework: Brand gestalt is a crucial construct that explains the comprehensive perception of a brand held by customers, and its importance in constructing brand meaning is paramount. Design/methodology/approach: The study employed a quantitative survey approach, using purposive sampling to collect data from 344 SME customers in Manado, Indonesia. The hypotheses were tested using partial least squares structural equation model (PLS-SEM). Findings: The empirical results demonstrated that the four dimensions of brand gestalt (namely, story, sensescape, servicescape, and stakeholder) are significant predictors of customer satisfaction. Additionally, both brand sensescape and servicescape exert a significant impact on customer intention to repurchase, both directly and through the mediating effect of customer satisfaction. While the direct relationship between the story and repurchase intention was not found to be significant, this result provides support for the complete mediating role of customer satisfaction. Research, Practical & Social implications: These findings provide valuable insights for SME practitioners in formulating brand strategies, highlighting that an effective story, sensescape, and servicescape can lead to customer satisfaction and repurchase intention. Originality/value: This study contributes to the existing literature on SME branding by providing the first empirical evidence on the link between brand gestalt, customer satisfaction, and repurchase intention. Moreover, it can aid in the development of effective branding strategies and improve the competitiveness and performance of small businesses, which can have a positive impact on local economies and communities.

Willingness to Pay Analysis, Ideal Price and Determinants of Visitor Entrance Ticket Prices in Tangkahan Nature Tourism Area, Gunung Leuser National Park

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods. Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises. Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation. Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability. Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

The Application of Intelligent Generation Technology in the Visual Communication Design of Exhibition Brand

Since the beginning of the new century, information technology has advanced by leaps and bounds, and intelligent technology has made breakthroughs, speech recognition, and image recognition. In the development of medium and long-term exhibition brands, intelligence and modernization are taken as one of the development tasks. The visual communication design of brand logo is the graphical post symbol language of brand trademark, which is the silent transmission of brand. As long as you see a certain brand logo, its product characteristics and values can emerge in your mind. It is very easy to identify. Graphics, colors, and fonts are its main visual elements. Exhibition is a very promising industry in the modern business economy, and it is one of the best platforms for enterprises to promote their brands. Paying attention to the brand visual communication design of exhibitions is of great significance and value to enhance the overall impression of enterprises in the minds of consumers. This article explores the value and principles of corporate brand in the exhibition industry. Research shows that corporate brand visual communication design in exhibitions should be based on the brand architecture system, reflect the connotation of brand culture, and highlight brand design innovation. Taking corporate brand visual communication design in the exhibition industry as the research object, to explore its design value, the value of corporate brand visual communication design in commercial exhibitions is very great, and enterprises must attach great importance to commercial exhibitions. From the perspective of visual communication design, it can be parsed into three levels: color, space shaping, and graphic and text conformity. To reconstruct brand design, companies must make layout, innovation, and reconstruction of these three levels and strengthen commercial exhibitions. The impact and appeal of the visual communication design of the Chinese enterprise brand can truly enhance the influence and popularity of the enterprise brand and ultimately promote the sustainable development of the enterprise brand.

Marketing Path of Enterprise Brand Management Under the New Economic Situation

Under the new economic situation, the previous marketing concept of “good wine needs no bush” is now applicable to the operation and development of modern enterprises. Therefore, enterprises must actively innovate marketing concepts and pay adequate attention to brand management. Only in this way can enterprises develop sustainably in a highly competitive market environment. We explore and analyze the significance and existing problems of enterprise brand management marketing under the new economic situation and put forward a marketing path in hope that this research will contribute to the development of enterprises.

Research on Brand Strategy Planning and Operation of BD Glasses Company

The 21st century, in the process of economic internationalization, the golden age of competition between China and domestic brands in the eyewear industry has arrived. The competition within the market is becoming more and more fierce, homogenization is becoming more and more serious, and consumer selectivity is gradually increasing. It is an urgent problem for the eyewear industry to create products with good reputation and do a good job in brand strategic layout. This paper takes BD Eyewear Company, which is the largest and classic eyewear marketing company at home and abroad, as an example. First of all, it systematically reviews the theories and literature related to the enterprise brand strategy, and uses PEST analysis method to analyze its macro environment, and summarizes the above analysis methods. Then according to the way of questionnaire survey, comprehensive and systematic study of the enterprise brand strategic planning and operation, so as to understand the key points of the success of the enterprise brand strategic planning and operation, so as to reasonably sum up the main problems faced in the process of the enterprise brand strategic planning and operation; Finally, according to the conclusion of the above study, through the application of EFE and IFE evaluation matrix to judge the brand planning suitable for BD glasses company, and for the overall strategy to provide some targeted measures and suggestions, BD glasses set the important strategic significance, enterprise brand value positioning and conception and BD glasses long-term vision planning, etc. In order to achieve the overall implementation of BD glasses company brand strategic planning requirements.

EFFECTIVE USE OF THE CRAFT PRODUCT BRAND OF THE AGRICULTURAL ENTERPRISE

Craft entrepreneurship creates favorable conditions for the development of effective competition in the local market, and its flexibility provides an opportunity to solve a complex of economic and social tasks. The distinctive feature of craft activity is the formation of a strong emotional connection between the consumer and the product. It is this specificity of craft that must be considered when forming the brand of the agricultural producer's product. The purpose of the study is to determine the current state and components of effective use of the craft product brand of the agricultural enterprise. According to the results of the research, it was concluded that entrepreneurship related to craft technologies is relevant for agricultural producers of Ukraine, because it allows solving problems with unemployment and investment attractiveness of territories. The list of measures to increase the effective use of the craft product brand of the agricultural enterprise has been created, among which a significant place is given to the introduction of unique craft technology and quality control. The sequence of actions for managing the brand of the manufacturer of the craft product of the agricultural enterprise was also determined, which included the following subsystems: brand planning, its development, use and evaluation of the brand's effectiveness. The main factors that influence the brand of an agricultural enterprise producing a craft product were analyzed, considering the trends and challenges in this field of activity. The effective use of branding gives the manufacturer of craft products the opportunity to justify future decisions based on facts from their own history, as well as to optimize the process of their adoption based on the result. For this purpose, agricultural enterprises need to develop special indicators, i.e., such measurable parameters for evaluating the effectiveness of brand-oriented business actions, which are relevant in modern conditions. Only a comprehensive system of significant indicators can ensure such a process, which provides the possibility of a comprehensive assessment of the effectiveness of the branding measures of the manufacturer of craft products. Keywords: branding, brand effectiveness, craft technology, craft product, agricultural enterprise.

Internal Risk Management Analysis of Brand Construction of Time-honored Enterprises

At present, China's socialist market economy development is more mature, with the international market is more deep, as a domestic time-honored enterprises in the fierce market competition need to further consolidate and improve their own brand construction, pay attention to brand management, effectively identify and prevent and control the risks in enterprise brand construction. This paper takes the time-honored T traditional Chinese medicine enterprise as an example to analyze how to effectively manage the internal risks in the process of enterprise brand building.

Research on The Influence of Identity on Customer Engagement in Virtual Community: The Intermediary Role of Perceived Value

Identity helps key opinion leaders attract attention, improve competitiveness and transmit network flow into economic interest. Therefore, it is of great significance to study the mechanism of identity to help key opinion leaders, brand enterprises and virtual community platforms to improve operating efficiency and reduce operating costs. According to identity theory and other theoretical methods, this paper studies the impact of identity on customer engagement under the regulation of different cooperative brand popularity by Python text mining, SPSS statistical analysis and other methods. It explores the intermediary role of perceived value between identity and customer engagement.

Study of the essence of brand management in the marketing management system of the enterprise

Nowadays, in the conditions of the globalization of product markets, it is not difficult to reproduce the innovations of competitors and create products that are not inferior in quality to the best world samples. If earlier the goods differed in functional and technological properties, that now the way of their differentiation is the brand. Accordingly, increased market competition encourages entrepreneurs to pay more attention to branding strategies and the use of effective brand management in management as an element of self-identification and positioning. Modern brands are important components of economic activity, symbols of commercial activity, which occupy an important role in consumer consciousness, evoke a whole set of associations and images, and, unlike goods, are formed not in production, but in consumer consciousness, providing an emotional connection between their perception and functionality. The article defines the essence of brand management, as well as its functions, tasks and elements in the marketing management system in the conditions of transformation of modern market relations. The need to apply brand management, branding and its derivatives in the concept of marketing is considered. The special functions of brand management under the conditions of marketing management within its elements are highlighted. It is noted that one of the problems characteristic of global branding is the presence of similar terms that are interpreted differently, despite the fact that terminological confusion creates serious difficulties in the field of theory and practice of its application. Until recently, the concept of «brand» was not used in economic science and was replaced by the narrower concept of «trademark» or «enterprise image», so the article separately considers such concepts as «enterprise brand» and «enterprise image» and substantiates their difference. It was determined that activities in the field of brand management implement both common functions of enterprise management (planning, organization, motivation, control) and specific functions (marketing research, innovation management, management of a set of brand attributes, management of the brand life cycle, management of brand competitiveness). As a result of the study, it was concluded that brand management in the marketing management system is a managerial activity aimed at creating a long-term competitive advantage of the company's brand and is based on strengthening the action on the immediate environment of the company with the help of communications and effective positioning.