Famous Brand Research Articles

Coca-Cola’s Gains from Digital Marketing

More businesses now decide to upgrade via expansion to digital platforms. As a famous and old brand, began in 2010, Coca-Cola’s moves in this field have been significant. This paper explains how Coca-Cola use digital platforms and benefits from that. This is unique because research papers about Coca-Cola in digital market are rarities. At the same time, this offers ideas or data that help other businesses to observe Coca-Cola in a more thorough perspective.

A Study of Changes in McDonald‘s Consumer Behaviour during Pandemic

The objectives of the study is to examine the changes in McDonald’s consumer behaviour during pandemic. In 1955, McDonald’s developed the franchise system and continued expanding to become a famous fast-food brand in the world that have more than 38 000 restaurants in more than 100 countries (Rosenberg, 2020). In 2020, the pandemic of COVID-19 has spread throughout the world. COVID-19 brought negative effects to the businesses including McDonald’s and altered the consumer behaviour. Questionnaires are distributed to the respondents to collect information about their consumption behaviour in McDonald’s. This study has included the change in frequency patronizing McDonald’s, preferred service mode to order McDonald’s and the preferred payment method during the pandemic.

To What Extent do Chanel’s marketing Strategies Contribute to One’s Popularity Around the World

By being one of the industry's most successful and famous luxury brands, Chanel demonstrates the role of market leadership. She provides practical marketing innovations to the industry's overall growth. Chanel not only retains the craftsmanship and design of products as classics for a millennium but also can maintain a stable customer base, follow the trend of new emerging tastes of a further generation, and target existing and new generations. This paper will investigate the taste and preferences of Chanel’s key customers, the corresponding strategies of Chanel targeting, and models used to illustrate the competition of Chanel in the industry. More specifically, analysis methods and models, such as 4Ps, celebrity endorsement, and word of mouth, illustrate Chanel's marketing strategies and the fundamental reasons for its success. Also, the SWOT analysis further explores the internal and external advantages and disadvantages of Chanel's overall performance. From 2019 to 2021, the period with the spread of COVID-19, the general trend of Chanel’s financial results suggested that the revenue decreased in 2020 due to the severity and effect of COVID-19. In 2021, with the economic recovery from COVID-19, the revenue recovered and exceeded the revenue by 2019 with an increase of 22.9%.

Haagen Dazs' marketing strategy and development suggestions

Haagen Dazs is a famous high-end ice cream brand in China. After entering the Chinese market, Haagen Dazs has been selling well. However, in recent years, Haagen Dazs' ice cream sales are much lower than before. Some researchers believe that Haagen Dazs' marketing strategy and market environment have a great impact on its sales changes. However, the specific reasons for this change still lack a unified explanation. The aim of this paper was to explore the advantages and disadvantages of Haagen Dazs' marketing strategy, so as to give suggestions to increase Haagen Dazs' sales. Therefore, this article analyzes the marketing strategy of Haagen Dazs by collecting the data of Haagen Dazs' official website and McKinsey Research Institute, as well as the advertising and publicity of Haagen Dazs in various media, sorting and analyzing this information. Research shows that Haagen Dazs' marketing strategy increases sales by bringing social currency to customers, but sales are too dependent on word-of-mouth. With the changes in the market, Haagen Dazs' marketing strategy is lack innovation, so it is suggested that Haagen Dazs comply with the consumer market and innovate products.

SIGNIFICADOS SOCIOSSEMIÓTICOS DE ANÚNCIOS PUBLICITÁRIOS

A presente pesquisa tem como objetivo analisar, em perspectiva multimodal, anúncios publicitários no intuito de compreender as contribuições da Gramática do Design Visual para a construção de saberes multimodais e para a formação do leitor e do escritor crítico-reflexivo na escola. Para isso, este trabalho apresenta-se em caráter qualitativo e exploratório e de natureza básica, sendo o corpus formado por seis anúncios publicitários de marcas famosas em contexto de circulação nacional, destacando imagens multimodais digitais que veiculam na web, e traz como arcabouço teórico, principalmente, as postulações de Halliday e Matthiessen (2004) e Kress e van Leeuwen (2000, 2006[1996]).

Does platform type matter? A semantic analysis of user attitude formation on online platforms.

An online platform is a setting where users may express their attitude in text or visual content. The doctrine thinking in consumer psychology is that greater perceived product value (e.g., more product features or lower price) gives more positive consumer attitude. Because of different types of platforms, however, online users might form their product/brand attitudes in different ways. We gathered 7,264 lines of online reviews about two famous brands on two types of social media platforms: online text-based forums and live-streaming platforms. The data were collected through a web crawler, and semantic analysis was employed to process the data before hypothesis testing. The findings of this study indicate that users' perception of product features, price levels and brand culture significantly influence user attitude. The more product characteristics communicated on online platforms, the more difficult to formulate a positive user attitude, and users tend to have more positive attitude with higher perceived price. Compared with traditional text-based platforms, contents in live-streaming platforms (e.g., Tik Tok) with less product features, wider culture distance and lower perceived price are favored among users.

Penyelesaian Sengketa Merek (Studi Kasus Pepsodent Strong vs Formula Strong)

A brand is the essence of an item or service that refers to the quality and value of its owner. Famous brands are popular and familiar brands and have a high reputation. The abuse of their genuine brand is the product of those who want to seek profits that would harm their true owners. The study will examine the process of settling their disputes and the judge's ruling in the issue of pepsodent strong v formula strong. The study uses normative jurisdictional methods based on laws in Indonesia that apply to the primary law code, legislation no. 20 in 2016 on brands and geographical indications and secondary legal materials: journal, article, paper associated with brand. The results of the research on brand dispute resolution in Indonesia there are two ways, namely litigation by commercial courts and non-litigation through alternative dispute resolution or arbitration. The settlement used in the case of Hardwood Private Limited and PT Unilever tbk. carried out by Litigation in the Commercial Court at the Central Jakarta Court.

Raffle marketing: Focusing on purchase orientation, conspicuous consumption, postpurchase satisfaction, and repurchase intention

As a marketing strategy to stimulate consumers' spending desires, limitededition products are now being sold through raffles. Using data obtained from 365 consumers who had previously purchased sports shoes, the results revealed differences between consumers who had participated in raffles and those who had not in terms of their purchase experience, propensity toward conspicuous consumption, and intention to repurchase. Propensity toward both purchases made for entertainment and impulsive purchasing were statistically higher in the group who had participated in raffles. Regarding conspicuous consumption propensity, the group who had participated in raffles showed a stronger tendency to buy famous brands, seek others' recognition, and pursue fashion trends. Although the difference in postpurchase intention between the two groups was not statistically significant, those who had participated in raffles showed stronger repurchase intentions. The results indicate that the sales method for limited-edition products can affect the purchase propensity of consumers and their postpurchase behavior.

콜라보레이션에 적용된 이모티콘의 IP(Intellectual Property) 효과에 관한 연구

In the trend of social and economic development centered on digitalization, emoticons are widely used in SNS as various customized expressions. Internet emoticons are developing into commercial image IPs, and famous brands are constantly collaborating with emoticons in high topicality. The purpose of the study is to examine the theoretical background of emoticons, to understand the trend of IPization of emoticons, and to present the IP effect of emoticons applied to collaboration in an empirical case analysis method. The range of the study was centered on 5 representative emoticons online. The research method used literature research, market research, comparative analysis of strengths and weaknesses, and survey method. As a result, emoticon IP which is worth developing will have two key features: external visual form and internal emotion. Through the familialization of IP in emoticons, interactive content expansion are possible. Through collaboration with other brands as cross border, IP expands the space for survival as a symbol. So I hope that many studies on the IP effect of emoticons at the time of collaboration will be conducted.

Online Clothing Shopping Behaviors and Intention among College Students

This study is to verify the shopping tendencies on online shopping of fashionable clothing. This study selected the convenience sampling method to verify online shopping behaviors among undergraduate college students, who are completely comfortable with online technology. The purposes of this study were to explore how product attributes style and brand attributes impact online purchasing intention among college students. This study revealed that clothing involvement in style and brand attributes ultimately affecting internet shopping intention. When college students were looking for their clothing through the internet, they first recognized the famous brand names or the well-known brand products. However, when they made a purchasing decision online shopping, the style attributes more strongly impacted on the online shopping intention rather than the brand attributes. Hence, many college students show stronger clothing concerns associated with style attributes rather than brand attributes before purchase decision. This study concludes that product attributes are the main factors that improve online business among the college students.

ПД-14 – чи такий вiн вдалий?

The introductory part of the article provides information about the features of the modern Russian aircraft and engine designations, about the disappearance of the world famous brands such as "Tu", "Yak", "PS", "NK" and others. The tone of many publications testifies to a certain "megalomania" of the Russian aviation industry, whose real achievements of which are greatly exaggerated. One of the main prides of Russia is the PD-14 turbofan engine. This evaluation is the purpose of this article. The history of the development and testing of the PD-14 turbofan engine is given. Simultaneously, it is indicated that it was an alternative engine for the MS-21 aircraft, for which the Western PW-1000G engine was initially selected. Detailed information is given on the production and testing of experimental engines, including in a flying laboratory. It is noted that PD-14 is actually a program for the entire aircraft engine industry in Russia and other enterprises are actively involved in its implementation, in addition to the main subcontractors of the UEC - Aviadvigatel and Perm Motors. In the development of the PD-14, the experience of creating and fine-tuning the PS-90A2 turbofan engine was widely used. It is indicated that when creating the PD-14, many innovative and advanced technologies were developed and applied (16 key technologies). The developers of PD-14 pay considerable attention to the creation of an effective after-sales service system (a network of field offices, engine service stations, spare parts warehouses, ensuring the replacement of modules in operation, etc.), the absence of which previously prevented the successful marketing of Russian engines (a characteristic negative example is the SaM-146 engines of the SSJ regional airliner). General information about the development programs, the main technical characteristics and design features of the competitors of the PD-14 - western PW1000G and LEAP-1 turbofan engines are given. These engines are already widely used in several types of medium-haul aircraft. The PD-14 is compared with its main competitors in terms of many parameters and design characteristics. It is concluded that a modern 5th generation turbofan engine has been created in Russia, which has come close in terms of characteristics and the level of applied technologies to the existing serial Western engines of a similar thrust class. However, the future of the PD-14 engine in the current conditions of the fall of the Russian economy due to the war with Ukraine and EU and US sanctions looks uncertain.

A Brand Concept Strategy Model of T-Shirts for Young People Using Selected Conjoint Analysis

Today's T-shirt market of young people is very competitive. As the brand of T-shirt, UNIQLO、GU、Nike、Adidas、AZUL are known. This paper aims to propose a method of designing an optimal brand concept for T-shirts. In the modern highly competitive business world, marketing strategies are required to meet the increasingly complex and diverse needs of customers. Therefore, it is very important for companies to have a brand strategy in order to increase their competitiveness in the market. On the other hand, a general decline in consumer confidence among young people has begun to appear since the early 2000s. The Nikkei Regional Industry Research Institute's "Youth Attitude Survey" also shows a decrease in the ownership rate of famous foreign brand clothing in 2007 compared to that of 2000. Kuga's analysis of the Ministry of Internal Affairs and Communications' "National Survey of Consumption" also indicates that young people's interest in fashion has declined. In 2017~2019 years, GDP of Japan was increasing. However, GDP decreases greatly in 2020 because of COVID-19. In the market of Japan, Young person's spending intention in recent years continues decreasing. In this paper, we consider the case of launching a new T-shirt brand for university students of Japan. Also, we study the marketing strategy of T-shirts for young people who are considered to have decreased their interest in fashion, taking into account the complexity and diversification of their needs, using a choice-type conjoint analysis.

The Qing-Long model: China provides a solution to the karst rocky desertification challenge

Karst rocky desertification is a process of land degradation that involves serious soil erosion, severe decrease in soil productivity, extensive exposure of basement rocks, and the appearance of a desert-like landscape. Rocky desertification is caused by various factors and is considered a major socio-environmental problem. Furthermore, it triggers a serious threat to the ecological security and downgrades sustainable economic and social development. Unfortunately, in China karst rocky desertification is occurring in tropical and subtropical terrains of South China, especially in the Southwestern regions. Which severely limits local socio-economic development. In this paper, the natural and anthropogenic factors that cause karst rocky desertification are analyzed. To mitigate the severity of rocky desertification, the Chinese government has implemented many ecological projects in degraded regions during the past 40 years; indeed, encouraging results were achieved. In these thorough studies, the “Qing-Long Model” was proven to be a successful model for the restoration and treatment of rocky karst desertification in Southwestern China. This was reached by planting grass suitable for local growth and raising Qing-long goat (capra hircus), a local famous hybrid goat brand, which enhanced the ecological livestock husbandry in the karst mountains. Qing-long model is not only applicable for China, but also to other countries that face similar karst environmental problems as well. Through Qing-long model, China provides a solution to the karst rocky desertification challenge, consequently, environmental problems will be mitigated and social, ecological, and economic development will flourish again.

Evolution of the Maotai brand in modern China

ABSTRACT The evolution of the “Maotai” liquor brand was closely related to market changes and evolving state-business networks at different junctures in modern China. In the early Republican era, Maotai liquor was especially popular within the top military and political circles of Guizhou Province and became a hallmark of Guizhou after it won a list of specialty exposition prizes. After the Sino-Japanese War, the exodus of government officials and teachers into the southwest China and the trade embargo imposed by the Japanese changed the structure of premium liquor consumption. Maotai liquor became a famous independent brand after it became widely known in the area under Wartime Guomindang (GMD) control. After 1945, a commercial network was established introducing Maotai liquor to the major Chinese cities. The market share of Maotai liquor thus grew exponentially, making it a household brand throughout China. The history of Maotai liquor sheds light on how the Wartime experience, the market and the state-business network shaped the evolution of a commercial brand. Furthermore, it helps explain the evolutionary logic of a niche commodity in China’s modern economy.

KEY FEATURES OF BRAND MANAGEMENT AND CUSTOMER BEHAVIOR IN THE MARKET OF FOOD PRODUCTS IN BOSNIA AND HERZEGOVINA

The paper analyzes the key features related to brand market positioning in the food industry companies and the key features of customer behavior in the market of food products in Bosnia and Herzegovina. The research goals presented in the paper are the following: 1) to establish the presence of certain branding strategies among the respondents in the food industry in Bosnia and Herzegovina; 2) to define the features that marketing managers deem important when positioning the brand in the market of food products; 3) to identify the features important for customers when making purchasing decisions in the market of food products. When it comes to the strategies of brand development pursued by the surveyed food producers in Bosnia and Herzegovina, the research results show that the most used is F-branding strategy, followed by C-branding and P-branding strategies, while the least used strategies are T-branding and PT-branding. The top 5 features that the marketing managers of the surveyed food producers see as most important when positioning the brand in the market are: quality, price, package, “healthy” product label, and tradition. The top 5 features that the customers on the market of food products see as most important when purchasing products are: quality, “healthy” product label, price, “made in BiH” label, and product similarity to a famous foreign brand.

COVID-19 상황하에서 온라인 브랜드 커뮤니티 유형별 서비스 품질 결정요인이 사용자 만족도에 미치는 영향

The purpose of this study is to examine the possibility of an online operation model of a company according to COVID-19, pay attention to the development and operation of an online brand community, and analyze each strength through surveys on the types of online brand communities of three companies. Finally, we attempt to provide meaningful implications for companies seeking to develop an online brand community during the epidemic. Information was collected and analyzed for famous online brand communities at home and abroad, and exploratory factor analysis was conducted to verify tartanity and efficiency. Second, it is the result of tartanism and exploratory factors. Finally, the validity of this method was verified through a validation investigation, and the hypothesis was empirically verified after comparing the relevant values with the extracted data. Consumer satisfaction determinants of brand service quality by online brand (consumer-centered, corporate-operated, and third-party company-opened) have a positive effect. Six items of formability, reliability, responsiveness, interaction, information provision type, and stability are analyzed and assumed to be the determinants that have the greatest influence. This paper analyzed the determinants that influence the large model among the determinants of brand service quality by online brand community type. It provides useful references and data for the operation of a company’s online brand community.

Strategies to Change Brand Association Towards Prada

Prada is a famous Italian luxury brand, which had made itself hit by black nylon bags, and“killer”bags in the past years. In recent years, Prada’s performance declined gradually. The covid-19 led the Chinese to buy luxury products in China instead of in foreign countries. Meanwhile, in the luxury fashion industry, the proportion of younger customers is increasing. The purpose of this study was to explore how to change customers' brand association with Prada. This paper further develops past research on the brand association by adding brand position as an independent variable. Some data analyses were performed using SPSS 23. This research concluded that brand position, brand awareness, and brand experience affect brand association. In addition, brand experience affects brand association the most. Thus, it is useful for Prada to change customers' brand association by changing its brand position through some marketing devices which can also improve brand awareness and enhance the brand experience. This research also refers to some specific advice for Prada in the end.

COMMODIFICATION OF RELIGIOUS SYMBOLS THROUGH THE PRACTICE OF ISLAMIC LIFESTYLE ON HIJABERS IN KEDIRI

Globalization not only affected the development of science and technology but also the socio-religious life of society. In this study, religious symbols are reproduced into a phenomenon in the form of a trend or Islamic lifestyle applied by Hijabers Kediri. This study was conducted with a qualitative descriptive method, with data collection carried out in 3 ways: observation, interviews, and documentation. The subjects of this study were the chairman and members who play an active role in the Hijabers Kediri community. Sources of data were in the form of primary and secondary data sources. This study was analyzed using the Theory of Consumption Society by Jean Baudrillard. So the results obtained are that the consumption community has been represented concretely by Hijabers Kediri through the Islamic Lifestyle that they applied, where hijab is a consumptive cultural lighter for Muslim women. It was no longer a religious symbol used to cover aurat as outlined in Islamic law. However, it is a fashionable need to use the hijab. The use of famous brands is carried out not based on need but an urge to do "updating" so that they are not alienated in their social groups.

The drama of contemporary dance in Latvia and the dance performance Out

Abstract Based on Henrik Ibsen’s famous drama Brand, Olga Žitluhina’s dance performance Out (Ārā, 2013) presents certain parallels with the choreographer’s artistic and pedagogic strategies and the development of contemporary dance in Latvia. First, both Ibsen’s play (often also defined as a tragedy) and Žitluhina’s pedagogic activities trace the pursuit of personal ideals as a journey of overcoming mistakes and physical and mental challenges. Second, just as the tragic protagonist of Brand and Out can see beyond what ordinary people can see to predict and envision the future, Žitluhina has a vision of contemporary dance in Latvia and has worked tirelessly since the mid-1990s to develop this genre from scratch. She has contributed to dance with many major initiatives: establishing a professional dance association; producing dozens of dance performances; leading the artistic direction of the international contemporary dance festival Time to Dance; and creating a study programme at the Latvian Academy of Culture dedicated entirely to contemporary dance. This creative process has always been accompanied by funding difficulties, organizational problems and negative attitudes towards Žitluhina, her personality and her uncompromising artistic stance. Inspired by Olga Žitluhina’s dance performance Out, this article explores her contributions as choreographer and teacher to the development of contemporary dance and art in Latvia.

Progressive rock caught up with mercantile values: the unknown roots of a "quiet revolution"

The paper focuses on a historical phenomenon that has been little studied: the way in which the music industry, particularly the progressive rock movement that emerged from the counterculture in the 1960s, gradually became subject to the laws of marketing. The roots of this “quiet revolution” are studied starting from the sponsorship negotiated by the Pink Floyd, in 1974, with a famous brand of soft drinks called Gini. The band members agreed that a series of concerts would be partially financed by a multinational company, justifying this choice by the desire to reduce the price of tickets for the fans. While the justification is commendable, it is an essential step towards the triumph of the entertainment society dominated by mercantile values. From this point of view, the Pink Floyd/Gini “affair” can be seen as a key moment for the development of modern marketing.