Famous Brand Research Articles

Educating by slogans: Rhetoric and dominion in educational neoliberalism

Over the last couple of decades, the neoliberal educational agenda has affected educational practices and schooling purposes worldwide. As a result, all of the features of education have been profoundly affected by such a shift. While there has been work done on what neoliberal mindset is and how and why it affects all levels of educational policies, less has been said about the language of educational neoliberalism, its penetration and its—problematic—affinity with advertisement language. Specifically, in this paper I contend that reports, publications, speeches, and videos of powerful educational institutions (e.g., the OECD, the US Department of Education, and the European Commission), display a problematic similarity—if not equivalence—with commercials from famous brands (e.g., Nike, BMW, Puma, and Panasonic). By focusing on several documents from very influential ONGs and Departments of Education, and by highlighting statements and keywords contained therein, I display how it is virtually impossible to recognize which statement is from, say, OECD or US Department of Education, and which one is from such famous brands—Adidas or Audi. Such an issue begs the question as to how the actors of education—teachers, students, educators—should think and enact their roles and how they should live the concrete practice of education within a landscape shaped by such a rhetoric. In other words, what is the image conveyed by this uniform language and, in turn, what are the projects, dreams, desires, and understandings that such rhetoric underpins and arouses?

Fad2Vec: 판매 데이터 임베딩 기반 패션 산업 단발성 유행 탐지

In the fashion industry, fads, a phenomenon in which demand for specific items surges in a short time and then disappears, are often observed. However, the conventional demand forecasting methods have limitations in predicting fads because it focuses on long-term trends. This paper presents a new approach called Fad2Vec, which adapts the Item2Vec approach to detect fads effectively. Hot periods composed of a hot point and a preceding period for each product are identified based on time-series sales data. Products are embedded into vectors representing the time points when they are temporarily fashionable. Then, they are clustered into a fad group where fashion items belong to the same cluster and show similar fad patterns. A case study of four famous fashion brands is provided to show how Fad2Vec works and verify its validity. The proposed Fad2Vec approach is expected to be practically utilized for the production planning of fast fashion companies.

More restaurants seek to drop PFAS, but options are few

A new group of restaurants, including Chick-fil-A , Nathan’s Famous , Starbucks , and Restaurant Brands International —which owns Tim Hortons, Burger King, and Popeyes—is promising to reduce the amount of per- and polyfluoroalkyl substances (PFAS) in food packaging. The commitments follow testing by Consumer Reports that found the chemicals in salad containers, bags of french fries, and other materials from two dozen restaurants and grocery stores. A number of other restaurants, including McDonald’s, Panera Bread, Sweetgreen, Taco Bell, and Wendy’s, previously made similar commitments after being pressured by advocacy groups like Mind the Store. PFAS are often used as a cheap way to fortify paper containers because they excel at repelling the moisture and oil from a juicy burger or hot fries. But some PFAS can pose health risks to diners, and they’re highly resistant to environmental degradation. Alternative packaging materials , without added PFAS, are generally less functional

Responsibility for Illegal Use of Trademarks: International and Interstate Aspects

A trademark is a widespread means of product individualization, which allows you to draw attention to the product, its manufacturer, or the seller. In fact, Goods, works, service individualization tools in the Russian Federation are the outcome of mental activity. Trademark registration makes it possible to form an easily recognizable brand and use it in order to sell it successfully among similar products. A manufacturer, promoting his product on the market, spends money on advertising, and increases the attractiveness of his products. Unscrupulous entrepreneurs are very tempted to produce goods using a famous brand, without corresponding costs, and without keeping a high quality of his goods. This article discusses the international and domestic aspects of accountability for the illegal usage of a trademark and provides recommendations for R.F. criminal law improvement. Moreover, Several investigation methods are utilized in the survey, including statistical, systematic and structural, historical and legal, formal and logical, specific sociological, as well as comparative law.

TWG Tea-Exploring the Case Study on Innovation Diffusion of Taiwan Tea

Abstract In Taiwan the geography, climax and environment are suitable for growing tea plants. Delicate agricultural planting techniques and exquisite tea making skills have allowed Taiwan tea to stand in world arena as early as more than one hundred year ago. The whole world knows that Taiwan has very excellent and high economical value tea products like Oolong tea, Oriental Beauty tea, and Paochong tea, etc. However, until today Taiwan tea still doesn’t have international famous brand. England, France and USA don’t grow tea leaves, but they all can create world famous tea brand, of which main products are in tea bag types. The study would look into brand constructing process of a case company, TWA Tea, to study and analyze how TWG Tea successfully broke the traditional constraint with innovation thoughts to establish new business model and lock in high consumption groups, creating a luxurious tea brand. The study would also deconstruct TWA tea model in strategic positioning, cost, organization, process flow, aesthetics, and brand, etc., thus such successful experience can reflect on Taiwan tea innovation to expand to the entire world, hoping to create golden opportunity for Taiwan tea industry once more. Keywords: Tea bag, Strategic positioning, Brand construction, Innovation diffusion, Aesthetics.

TWG Tea-Exploring the Case Study on Innovation Diffusion of Taiwan Tea

Abstract In Taiwan the geography, climax and environment are suitable for growing tea plants. Delicate agricultural planting techniques and exquisite tea making skills have allowed Taiwan tea to stand in world arena as early as more than one hundred year ago. The whole world knows that Taiwan has very excellent and high economical value tea products like Oolong tea, Oriental Beauty tea, and Paochong tea, etc. However, until today Taiwan tea still doesn’t have international famous brand. England, France and USA don’t grow tea leaves, but they all can create world famous tea brand, of which main products are in tea bag types. The study would look into brand constructing process of a case company, TWA Tea, to study and analyze how TWG Tea successfully broke the traditional constraint with innovation thoughts to establish new business model and lock in high consumption groups, creating a luxurious tea brand. The study would also deconstruct TWA tea model in strategic positioning, cost, organization, process flow, aesthetics, and brand, etc., thus such successful experience can reflect on Taiwan tea innovation to expand to the entire world, hoping to create golden opportunity for Taiwan tea industry once more. Keywords: Tea bag, Strategic positioning, Brand construction, Innovation diffusion, Aesthetics.

Brand equity and corporate debt structure

AbstractWe use the firm's stock of trademarks and their ages to compute proxies for brand equity. We find that firms with more brand equity have lower equity and asset volatility and higher cash flows. Although suggestive of greater debt capacity, we find that firms with high brand equity use less debt. Further, brand equity has no influence on debt maturity. We provide evidence that the relation between brand equity and leverage is causal, using the enactment of the Federal Trademark Dilution Act in 1996, which exogenously increased the value of famous brands and significantly decreased the leverage ratio of firms with famous brands. This negative effect on leverage is weaker for firms with high business risk and low information asymmetry, and stronger for firms with collateralized trademarks. We argue that the negative effect of brand equity on leverage is more consistent with a pecking order mechanism than with a limited contractability mechanism.

여성 소비자의 스포츠웨어 선택속성에 관한 연구 : 수정된 IPA 분석을 기반으로

The purpose of this study is to identify the sportswear selection attributes of female consumers by using the modified IPA technique. For this study, a questionnaire consisting of 21 questionnaires was distributed to female consumers who had purchased sportswear from January 25, 2021 to May 15, 2021. Frequency analysis, exploratory factor analysis, reliability analysis, partial correlation analysis, and IPA analysis were performed using SPSS 24.0. The research results are as follows. First, in the first quadrant (continuous maintenance), discount products, sale period, sweat absorption, ventilation/breathability, elasticity, washing and care, and preferred design were found. Second, the second quadrant (highest priority) was found to be discount rate, mass media exposure, store visits, and sports star wear. Third, in the third quadrant (low priority), clerk recommendation, white system, primary color system, and colorful color appeared. Fourth, in the fourth quadrant (avoiding excessive effort), the pre-purchase price, frequently worn brand, advertising product, famous brand, sophistication, and simplicity were found.

KETENTUAN HUKUM MEREK WELLKNOWN MARK DALAM PEMBERLIAN MELALUI ONLINE

Information technology related to online business transactions is growing very rapidly. Business actors and consumers, both in urban centers and in areas, use information technology to shop or transact, including transactions for goods labeled with Well Known Marks (Famous Brands) that are protected by Trademark Law, which are traded through online system facilities. In online transactions related to well-known brand products, there are still violations that are detrimental to the brand owner. In connection with this, it is important to conduct socialization to the community, including teenagers who are also very potential consumers of branded goods that are traded through the internet. Nationally, Well Known Marks in Indonesia are regulated based on Article 4 and Article 6 of Law no. 20 of 2016 concerning Brands. Meanwhile at the international level the provisions governing Famous Marks are through the provisions of Article 6bis of the Paris Convention and Article 16 (2) of the TRIPs Agreement. Online business transactions in Indonesia are regulated by Law no. 11 of 2008 concerning Information and Electronic Transactions. In connection with the rapid development of transaction practices for well-known branded goods through the online system, for the sake of legal protection for both well-known brand owners and consumers, especially teenagers who tend to be adaptive to changes in new trends, it is important to understand the legal provisions, both trademark law and trademark law. information technology law as regulated in UU No. 20 of 2016 and the U.U. No. 11 of 2008 and PP No. 71 Year 2019

Does “male beauty” really work: The impact of male endorsements on female consumers’ evaluation of female-gender-imaged product

<p id="p00005">Nowadays, using male spokesperson to endorse female-gender-imaged product has become an important advertising strategy and has penetrated into many female-gender-imaged products, especially thanks to celebrity influence. Does it really work? While previous research only combined with a certain degree of theory to explain the cross-gender endorsement phenomenon, this paper aims to explore the relationship between the gender of female-gender-imaged product spokesperson and female consumer's product evaluation through a quantitative approach. Specifically, we proposed that when male spokesperson endorses female-gender-imaged product, female consumers would significantly downgrade their evaluation of the products compared to female spokesperson, which is mediated by a sense of gender-identity threat. In addition, when the participants are manipulated to increase gender affirmation, the main effect would be strengthened. <break/>Study 1 used a single factor (gender of female-gender-imaged product spokesperson: male vs. female) between-subjects design. 145 female college students were invited to participate in this study. Participants were asked to imagine a billboard advertising a lipstick endorsed by male star or female star, and then evaluated this lipstick by a scale. We examined the main effect through this scenario that using male spokesperson to endorse female-gender-imaged product would decrease female consumers’ product evaluation. <break/>Study 2A used a similar between-subjects design. 119 female participants were recruited to imagine a billboard of obstetrics and gynecology hospital endorsed by male star or female star, and then evaluated this obstetrics and gynecology hospital as well as sense of gender-identity threat by scales. Study 2B invited 136 female college students to replicate the results of Study 2A, ruling out the alternative explanations of shyness and shame. Participants were asked to look at an underwear advertisement poster that used endorsement by a real celebrity. We repeated the results of Study 1 and confirmed the mediating effect of a sense of gender-identity threat with bootstrap test to clarify the underlying mechanism. <break/>Study 3 used a 2 (gender of female-gender-imaged product spokesperson: male vs. female) × 2 (gender affirmation: with vs. without) between-subjects design. 250 female Mturk workers participated in this study. In the gender affirmation condition, participants were asked to write about important qualities and values of women. In the control condition, participants were asked to list 20 everyday items that came to mind. Next, participants were told that they were browsing an online shopping platform and intended to buy underwear. They would see the underwear picture of a famous brand endorsed by a popular female star (vs. a popular male star) and then fill out the same product evaluation scale as above. We examined the interaction between gender of female-gender-imaged product spokesperson and gender affirmation. Specifically, when the female-gender-imaged product uses male endorsement, the product evaluation of the gender affirmation condition is lower than that of the control condition. <break/>Apart from the above, results from these studies were summarized and showed that both exclusivity and privacy of female-gender-imaged product have significant interaction effects on the relationship between spokesperson gender and product evaluation. <break/>In summary, this paper combines the theory of self-concept and identity consciousness to provide evidences for a mechanism between cross-gender endorsement and female consumer's product evaluation mediated by a sense of gender-identity threat, and the moderating effect of gender affirmation, expanding the downstream results of product gender attribute research and contributing to the practice of advertising field.

THE YOUTH’S PURCHASE INTENTION TO FASHION COUNTERFEITERS FROM FAMOUS BRANDS IN HO CHI MINH CITY

Nowadays, thanks to the economic development and international integration, more and more famous and luxury brands are penetrating into Vietnamese market. It has created a new trend for Vietnamese fashion as well as an increase in shopping demands. At present, counterfeit goods in Vietnam is increasingly widespread. Vietnamese purchase decision is based on the price factor- the lower the price, the higher the priority. Thus, counterfeit goods have the opportunity to exist in the market not only in Vietnam but in the world. According to many surveys and articles, fashion products such as clothing, footwear, accessories from luxury and famous brands are the most common counterfeited objects in Vietnam Therefore, the paper was conducted to clarify this phenomenon in Vietnam in general and Ho Chi Minh City in particular. The purpose of this study is to explore and discover the factors that make the youth in Ho Chi Minh city intend to buy fake fashion products from famous brands instead of real products. In this paper, first, the qualitative method is used through literature review to find information and concepts related to the purpose set. Second, the quantitative method is used to create reliability and validity for the variables that have been proposed. Based on the results found through the SPSS software, Price consciousness has the strongest effect due to the highest mean score. Besides, all independent variables have a positive relationship with the dependent variable. On the other hand, Personality variables are accepted because Sig coefficients are suitable with the proposed criteria.

TRADEMARKS AS AN OBJECT OF FORENSIC EXAMINATION OF INTELLECTUAL PROPERTY: ORIGIN AND METHODOLOGICAL SUPPORT

The publication comprehensively examines the origins of trademarks from the origins of trade in the Ancient East – to the present, their relationship to the genesis and evolution of trade, the use of brands (brand) to distinguish goods, as well as the need for legal protection of trademarks and trademarks. services) in law and case law. It is emphasized that in the XXI century. The value of the world’s most famous brands ( Apple, Google, Microsoft, Amazon, Facebook, Coca-Cola, etc.) now exceeds the state budgets of some countries, and their legal protection involves a set of legal instruments, including the potential of forensic intelligence property. However, the regulation of the legal regime for the protection of trademarks in international and national law has not led to the cessation of infringements of rights to this intellectual property. This is evidenced by numerous violations in Ukraine and abroad of the right to trademarks (marks for goods and services), their consideration in court and the involvement of forensic experts in court proceedings. Among the tasks that courts and litigants set before experts are the task of comparing specifi c trademarks, as well as comparing them with other objects, including those that cannot receive legal protection, such as trademarks. Solving these and other tasks for forensic experts requires appropriate methodological support, namely the preparation of a special methodology for conducting expert research of trademarks, which would take into account: a) amendments to current legislation; b) experience in conducting forensic examinations in the specialty 13.6 – «Research related to commercial (brand) names, trademarks (signs for goods and services), geographical indications»; c) existing methods, in particular the provisions of «Methods of expert research related to the means of individualization» (Reg. № 13.6.01 from 23.03.2018), which is generalizing to all means of individualization in the fi eld of legal protection of intellectual property , etc. The scope of application of the method of research of trademarks is determined.

METHODS OF ANALYTICS OF BIG DATA OF POPULAR ELECTRONIC NEWSPAPERS ON FACEBOOK

Due to the popularity of social networks, all famous brands use them to promote and support their product. For example, well-known foreign newspapers such as: Washington Post, New York Times, Time, Reuters, Forbes duplicate information about news on the Facebook social network for greater readership. Using methods of automated data collection from web pages, a list of posts is formed based on which data analysis is performed. Statistical results of frequency, popularity of certain articles, audience reach and people's reaction to posts are obtained from a large volume of data. In the Java programming language and using additional Selenium, JavaFX libraries, all processes for data normalization is developed and data visualization is used. In addition, the dependence of the post coverage of newspaper editions on the number of posts published during the day is investigated in Facebook social network. The work also examines the most popular posts and their topics. The relationship between keywords and real events is analyzed. Keywords : big data, social networks, data analytics, automated data collection, data processing.

The Analysis of Customer Behavior across Cultures Based on Marketing Activities of Dove Chocolate

Dove is a famous chocolate brand worldwide, whose marketing activities are excellent as same as its smooth texture and delicious taste. To analyze the influence of customer behavior across cultures on Dove’s marketing activities, two TV advertisements are compared, broadcasted in US and China separately. Both describe well-designed stories with various core connotation, created in different cultural backgrounds, to satisfied customer’s expectation ultimately. Besides, an outstanding event activity named Choc Bar held in Beijing will be shared to show how motivation and needs influence the Dove’s marketing activities. The study is based on Maslow’s model of hierarchy of needs, showing the impact of belonging and love needs on the customer behavior, as the key to success for Dove’s marketing activities. Recommendations are mentioned at the end.

MODERN GERMAN SONGS: GRAMMATICAL AND SEMANTIC CHARACTERISTICS

The article is devoted to establishing grammatical and semantic features of modern German-language songs. The study was based on the contemporary German-language songs produced within the last five years. A modern German-language song, as a dominant genre in a popular music culture, is considered not only an art form, but also an indicator of the current state of language and society. The German language songs of 2017-2021 have the following characteristics: reduction of word forms in verbs and articles, omission of one of the main parts of the sentence, frequent use of interrogative sentences, as well as imperative and conditional grammatical ways of the verb. These features are due to both the influence of the colloquial version of the modern German language, and the rhythmic and melodic properties of this genre. The present and past tense forms of the verb are used in the modern German language songs. Among the 14 types of complex sentences, 11 were recorded, of which the most common was object clause. Verbs and nouns dominated in the partial linguistic aspects. Exclamations and appeals were used in most lyrics for greater emotionality. In the lexical and semantic aspect, the modern German language songs can be characterized by the presence of borrowings from the English language, abbreviations, names of places, onyms of the world famous clothing brands, cars, beverages and social networks. The semantic aspect is dominated by the themes of "life" and "love".

РОССИЙСКИЙ РЫНОК КОСМЕТИКИ В УСЛОВИЯХ КРИЗИСА: СОСТОЯНИЕ И РЕЗЕРВЫ РОСТА

This article thoroughly examines the Russian cosmetics market. With the help of data from well-known research companies, an in-depth market analysis was carried out, which reflected such areas as: the share of offline and online markets, the main price segments of the market, the main players in the Russian market and the most famous Russian brands of cosmetic products, as well as brands, which announced their temporary or final withdrawal from the Russian market. Thanks to the research, trends were highlighted that open up huge potential for the growth of national brands, private labels, productions and suppliers from Russia.

Izazovi upravljanja brendom u finansijskom sektoru u uslovima krize

Financial institutions tend to the permanent identification of the financial services users needs and their satisfaction more efficiently than competitors through a certain differentiation. Due to the crisis caused by pandemic, financial sector is facing a number of challenges, which further complicate the brand management process. The process of digitalization is evident. Financial service providers have noticed rapid changes in consumer behavior, both due to health effects and social exclusion, and due to the physical closure of the branches themselves. In this paper, we research whether, and in what way, the current pandemic has imposed a threat or provided an opportunity to the financial sector. One part deals with the characteristics of brand management in the financial sector, with reference to specific circumstances during the crisis. Through the case study, we will process the most valuable global brands in the financial sector and analyze the ways in which institutions react to the crisis. We also provide an example of good practice of a financial institution, which has undertaken certain activities in order to strengthen its brand. The subject of the paper are the world's most famous financial institutions brands, and the purpose is to present their experiences in adapting brand management in the context of the pandemic. As some of the world's most valuable brands in the financial sector are facing a serious decline in brand value after the devastating effects of the pandemic, the aim of this research is to analyze the activities of these institutions and find ways to deal with this problem.

Tinjauan Etika dan Governance Pada Bisnis Halal Di Indonesia

Halal and haram become sensitive and interesting issues because the obligation of a Muslim is bound by shari'ah law in its activity. The issue of prohibition of food, beverage and medicinal products has been on the rise several times in Muslim societies, as in the case of 2000, Indonesian Muslims were overwhelmed with Monosodium Glutamate (MSG) products in their production process using a catalyst from Bactosoytone containing pig enzymes, issued a fatwa to revoke the product from circulation and declare haram for consumption.After that, 2016 was raised again the case with the bakery products of famous brands in Indonesia, which before the product has been labeled halal, was circulated on the prohibition of the materials used in the manufacture of some types of their cakes. This creates anxiety for the people of Indonesia, especially Muslims.This study aims to describe about ethical theory and good corporate governance in Islam and describe its implications for violations of ethics and governance in sharia business and offer solutions and ways to overcome them. This research is descriptive research by using library research approach (library research). By describing the theory of ethics and governance then its implications for the impact of the problem of violations of halal business in Indonesia, and formulate solutions in the matter.In this study, the authors also offer the implementation of CSR on certification assessment that must be passed in 3 levels of Halal Product, Responsible Halal Product, Responsible Halal Business. It will motivate business people to fulfill these three levels, so that businesses that have ethics and good corporate governance and achieve the level of Islam, Faith, and Ihsan in business.

Neural correlates of product attachment to cosmetics

The neurobiological basis of brand and product attachment has received much attention in consumer neuroscience research, although it remains unclear. In this study, we conducted functional MRI experiments involving female users of famous luxury brand cosmetics as participants, based on the regions of interest involved in human attachment and object attachment. The results showed that the left ventral pallidum (VP), which is involved in positive reward, and the right posterior cingulate cortex (PCC), which is involved in self-concept, a key concept in object attachment, are the core regions in cosmetic attachment. Moreover, the performed psychophysiological interaction analyses showed that VP-temporoparietal junction connectivity positively correlated with activity in the dorsal raphe nucleus, and PCC–anterior hippocampus (aHC) connectivity positively correlated with subjective evaluation of attachment. The former suggests that object attachment is a human-like attachment and a stronger tendency of anthropomorphism is associated with stronger feelings of security. The latter suggests that the individual’s concept of attachment as well as the relationships with the attached cosmetics are represented in the aHC, and the PCC–aHC associations produce subjective awareness of the attachment relationships. These associations between memory and reward systems have been shown to play critical roles in cosmetic attachment.

Designing Products Sports Shoes Using the Quality Function Deployment (QFD) Method

Sports shoe products produced by (MSME) actors in Mojokerto have not demonstrated theperformance of products received by the public, this is based on the design of shoes done still sourced from thedesign of sports shoes owned by well-known brands that are marketed around mojokerto, research is done todayaimed to design competitive sports shoe products, with the best quality as well as with the latest models that suitthe needs of consumers. The design of sports shoe products is carried out today using Quality FunctionDeployment (QFD). The result of the design of shoe products that are ed has product specifications namelytopline / collar made of elastic and soft, eyestay/strap hole with a certain amount, patterned and embossed upper,flexible and soft midsole, toe box with hole point as air circulation, lace shoe adjusted to skin color, logo designused embossed, detachable insole and elastic insole, flexible wedge, jagged outersole, elastic tongue/tongue,patterned vamp toe, soft and soft tab heel. With the design of the shoes is expected to provide a shoe design thatis acceptable to the public, has competitiveness and reduces the reliance of shoe design on famous brands