Brand Identity Research Articles

Tracing fashion transformations: a comprehensive visual analysis of fashion magazine covers

Abstract This study looks at the differences and changes observed in the visual design of the covers of French editions of women’s fashion magazines over a period of twenty-one years. To this end, the study aims to identify the changes that can be observed over the years in the design of the covers of the magazines Vogue, Elle, Marie Claire, and Cosmopolitan. However, the main aim of the study is to analyze how these visual signs on the covers of French magazines are designed “differently” and how these signs create a “difference” in comparison to each other. By analyzing these visual elements, the aim of the study is to show the development of design trends and their impact on the visual communication strategies and brand identities of magazines.

ANALISIS DESKRIPTIF KUALITATIF IMPLEMENTASI WORD OF MOUTH DALAM KOMUNIKASI PEMASARAN PRODUK BROOKLAND COFFEE

This research aims to explore and describe exactly how the application of word of mouth marketing communication in Brookland Coffee's product marketing strategy. The research method uses a descriptive qualitative approach by conducting direct observations and in-depth interviews with key informants consisting of the owner, baristas, and consumers of Brookland Coffee. The results showed that Brookland Coffee consistently implements a word of mouth strategy by prioritizing aspects of trust and consumer confidence. This strategy is implemented through a family approach, networking, and community building, especially the bicycle community. The research conclusion revealed that the effectiveness of word of mouth succeeded in strengthening Brookland Coffee's marketing communications, supported by consistent product quality, good service (hospitality), and the use of Instagram social media as a supporting platform for marketing strategies. Brookland Coffee succeeded in building a strong brand identity through a combination of offline and online word of mouth communication.

How do product innovation, internet marketing and brand identity affect business performance of small and medium-sized agri-food processing?

How do product innovation, internet marketing and brand identity affect business performance of small and medium-sized agri-food processing?

Challenges and Strategies in Protecting Single-Colour Trademarks within the Fashion Industry

This paper examines the complexities of registering and protecting single-colour trademarks within the fashion industry, with a special focus on high-profile cases such as Christian Louboutin's iconic red soles. It investigates the unique legal challenges faced by brands in establishing trademark protection for colours, which lack inherent distinctiveness but can acquire significant brand identity through secondary meaning. Through a detailed examination of various international court cases, the study reveals how judicial systems manage to uphold the integrity of distinctive brand elements while fostering a fair and competitive market environment. Additionally, this research discusses strategic approaches that brands can adopt to effectively secure and defend their unique colour trademarks in diverse legal jurisdictions. The findings shed light on the dynamic evolution of trademark law, underscore the significant impact of judicial decisions on brand protection strategies, and explore the broader implications these have on global market competition. By integrating theoretical frameworks with case study analysis, this paper provides valuable insights into the intersection of law, commerce, and brand identity in the global fashion industry.

From Function to Relation: Exploring the Dual Influences of Warmth and Competence on Generative Artificial Intelligence Services in the Hospitality Industry

Generative artificial intelligence (GenAI) has emerged as a transformative force in the rapidly-evolving hospitality industry. This study examined the correlation of acceptance of GenAI services with perceived warmth and competence, and the consequent correlations with customer outcomes in the hospitality industry. Employing a Hospitality Service Dialogue System prototype, this study collected responses from 1,306 hotel guests. Perceptions of warmth and competence correlated with increased customer intention to use GenAI services and satisfaction. Satisfaction correlated significantly with customer–brand identification and attachment. The Technology Readiness Index moderated the relationships of warmth and competence with the acceptance of GenAI services. This investigation extends the stereotype content model and the behaviors from intergroup affect and stereotypes map framework by integrating them with the technology acceptance literature, unveiling service innovations enabled by technology in the hospitality industry. This study provides hotel managers, technology developers, and marketers with strategic directions for implementing GenAI.

The Role of City Brands in National Branding

The perception of a country as a brand is influenced by various factors, including the global economy, political structure, and location. However, the literature lacks sufficient information on identifying the items that can strengthen these variables. This research argues that it is crucial to identify the distinguishing features of each city and use them to create a country brand model from the collective city brands. The study employed a survey method, collecting 1,637 questionnaires from three distinct cities in Türkiye. The brand identities of these cities, as perceived by their citizens, were then analyzed. The obtained data was used to propose a model enabling Türkiye to establish a brand identity from local to general. The research revealed that although the three cities share similarities, their citizens perceive different sub-dimensions of their respective city brands, which are interrelated in various ways. The sub-dimensions of city identity as perceived by the citizens of the three cities form the basis of the proposed country branding model. In future research, it is recommended that the model be re-examined for different target groups and different countries.

The Resilient Agility of Brand Voice in Volatile Environments

Abstract In an era marked by rapid change, the role of brand voice within brand communication has become increasingly vital to protecting brand identity, moving beyond traditional marketing approaches. This research introduces the concept of “resilient agility” of brand voice and examines it in a variety of uncertain contexts. Aiming to investigate the potential influence of volatile environments on brand voice within the context of brand communication, the author based her research on the examination of various case studies and as a result introduced two new models of projecting brand identity through brand communication, including one tailored for volatile environments. The author identifies the resilient agility of brand voice in projecting the essence of brand identity, consistency in core messaging, and transparency in addressing issues as key success factors for brand communication. This research enhances the understanding of the projection model of brand identity through brand communication, especially in volatile environments, offering valuable insights for marketers aiming to maintain brand integrity and develop lasting customer relationships amidst uncertainty.

Sustainable Business Strategies: Exploring the Role of Corporate Social Responsibility and Virtual Reality in Enhancing Brand Value

This study explores the intersection of Corporate Social Responsibility (CSR) and Virtual Reality (VR) in developing sustainable business strategies that enhance brand value. Employing a qualitative research methodology through a comprehensive literature review and library research, the paper investigates how CSR initiatives, when integrated with immersive VR technologies, contribute to long-term brand equity and consumer engagement. The research highlights CSR's evolving role in aligning corporate activities with social and environmental goals, which not only strengthens stakeholder relationships but also increases brand loyalty. In parallel, VR technologies are gaining traction in marketing and brand communication, offering immersive experiences that create deeper emotional connections with consumers. The study analyzes recent case studies and academic discussions, illustrating how VR can enhance CSR's impact by making initiatives more accessible and engaging to a broader audience. This synergy between CSR and VR not only fosters a stronger brand identity but also provides a competitive advantage by differentiating brands in an increasingly socially conscious marketplace. The findings suggest that businesses leveraging CSR strategies alongside VR can cultivate a sustainable brand narrative that resonates with both customers and stakeholders, thereby improving overall brand value and driving sustainable growth. Future research is encouraged to further examine specific industries where these strategies can be most effectively implemented.

Enhancing Malaysia’s Halal Brand Identity: Insights and Strategies for Sustainable Global Halal Hub

Halal branding has become an essential strategy for businesses to cater to the needs of Muslim consumers and tap into a rapidly growing market. Malaysia has positioned itself as a global halal hub, attracting Organisation of Islamic Cooperation (OIC) food manufacturers and becoming a trusted source of halal products and services. However, developing a distinct Malaysia’s halal brand identity remains a challenge. This article explores the importance of developing a strong halal brand identity for the sustainability of Malaysia as a global halal hub. The study conducted in-depth interviews with eight identified respondents who were either chief executive officers, presidents of participating companies, or partners and directors of various government agencies at local and international branches. The study discusses successful halal brand identity campaigns undertaken by major global and regional brands, focusing on promoting halal values, ethical practices, and the benefits of halal products. To develop a strong halal brand identity, comprehensive marketing and communication strategies are recommended, utilising the effects theory to craft effective digital marketing strategies that resonate with Muslim consumers and promote ethical consumption.

Emotional Resonance in Brand Innovation: An Examination of Emotion Recognition and Customized Music Services within the Shengchuan Poetry Brand Design Framework

This research endeavors to delve into the intricate nexus of emotion recognition technologies and artistic design methodologies, examining their harmonious integration within the realm of brand design. Specifically, it investigates how these modalities can evoke multifaceted emotions, including anger, fear, excitement, and sadness, to forge profound emotional connections with consumers. By analyzing the innovative strategies employed by the hypothetical yet illustrative Shengchuan Poetry brand, particularly in its visual communication, user experience architecture, and customized music services, this study aims to elucidate the emotional underpinnings of its distinctive brand identity and the mechanisms that facilitate emotional resonance among its audience. It contributes to the scholarly discourse on brand innovation by proposing a conceptual framework that advocates for emotions as a strategic lever in designing memorable and impactful brand experiences.

The Relationship Between Institutional Pedagogy and the Brand Identity Formation of Higher Education Institutions

This study sought to facilitate insight into the potential role of pedagogy in the brand identity formation of higher education institutions (HEIs) through a study of selected HEIs in The Gambia. Specifically, the study sought to address the following research question: What role do pedagogical practices play in building the brand identity of selected universities in The Gambia? The intra-paradigm qualitative mixed method of data collection underpinned the research design. This research design facilitated a preliminary analysis of the contents of institutional documents and social media postings. This process was followed by telephonic and virtually mediated in-depth interviews through which this researcher explored the interactionist interpretations, recollections, experiences, and opinions of 54 participants (students and staff) on the themes of institutional brand management practices, institutional pedagogical practices, institutional brand identity, and the links between pedagogical practices and institutional brand identity. The study used the Corporate Brand Identity Matrix as a supporting analysis framework. The findings show a relationship between pedagogical practices and institutional brand identity formation. The evidence suggests that the selected HEIs use hardly differentiated production-style portfolios of academic courses to pursue largely unengaged students, prospective students, and other stakeholders. Further findings indicate that teaching and learning practice is dominated by academic staff's discretionary use of transmissive pedagogy. This insight emerged against the background of additional evidence, which shows a link between pedagogy policy and practices of HEIs and stakeholder impressions. A synthesis of these findings culminated in the emergence of the pedagogy-based higher education brand identity matrix (P-HEBIM), which this study proposes as a novel framework for the branding of HEIs. The study sets out a practitioner guide on how higher education managers can pursue the institutional brand management priorities of branding strategy development, competitor intelligence, and brand communication using the P-HEBIM as a framework.

A study between aesthetic and functional design with respect to restaurant with Wabi Sabi style

Wabi-sabi is a Japanese aesthetic that finds beauty in imperfection, transience, and simplicity. In restaurant design, it involves balancing aesthetics with functionality to create a unique and memorable dining experience. This research focuses on the combination of aesthetics and functionality in wabi-sabi inspired restaurants. Wabi-sabi, a Japanese aesthetic emphasizing imperfection, simplicity, and transience, is increasingly popular in modern interior design. Wabi-sabi is a Japanese aesthetic that celebrates the beauty of imperfection, transience, and simplicity. It finds beauty in the natural world, aging, and the inevitable passage of time. Embracing flaws, irregularities, and asymmetries, wabi-sabi acknowledges the temporary nature of things and appreciates the understated and unadorned. This philosophy encourages us to slow down, Savor the moment, and find joy in the simple things. The study explores how wabi-sabi principles can be applied to create visually appealing and practical restaurant spaces. The research begins by defining wabi-sabi and its key characteristics. It then examines the aesthetic aspects of wabi-sabi restaurant design, including the use of natural materials, imperfect textures, minimalist colour palettes, organic shapes, and negative space. Additionally, the functional aspects of wabi-sabi design, such as comfort, efficiency, accessibility, and sustainability, are discussed. The study explores how wabi-sabi principles can be integrated into restaurant design to create a harmonious and authentic environment. It also examines the impact of wabi-sabi design on the customer experience and the restaurant's brand identity. To illustrate the application of wabi-sabi principles in restaurant design, the study presents case studies of successful wabi-sabi inspired restaurants. These case studies provide concrete examples of how designers have effectively combined aesthetic and functional elements to create unique and memorable dining experiences.

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

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

Deciphering consumer behaviours in the innovative hospitality settings

Purpose This study aims to analyse the antecedents and consequences of consumer participation behaviour in the hotel industry. It investigates how citizenship behaviour influences the link between participation and switching intention. It also investigates hotel innovativeness, brand identification and consumer value co-creation using the frameworks of innovation diffusion theory, social identity theory and social exchange theory. By combining different academic perspectives, the study provides a thorough grasp of the elements that influence consumer behaviour and loyalty to hospitality brands. Design/methodology/approach This study used a descriptive-analytical approach to survey 526 guests who stayed at five-star hotels affiliated with chains in Egypt. The hotels were chosen using stratified random sampling, which ensured representation across multiple segments. For practical reasons, convenience sampling techniques were used to pick research participants. To test the study hypotheses, structural equation modelling was used, which provided a strong statistical analysis to assess the correlations between variables and validate the suggested theoretical framework. Findings The research indicates that hotel innovativeness has a substantial impact on consumers’ brand identification and involvement behaviour, but not their propensity to move brands. The relationship between participation behaviours and intention to switch is mediated by consumer citizenship behaviour. Research limitations/implications The cross-sectional study methodology may not address causal linkages or developmental difficulties because it only collected data at one point in time. A longer study period is required, and the sample group’s breadth is restricted to five-star hotel guests from Egypt’s chain-affiliated hotels. Originality/value This study offers a thorough methodology for assessing how hotel innovation influences consumer brand identification. It also looks at how consumer brand identification affects involvement and switching intentions. The study also investigates the moderating influence of consumer citizenship behaviour in the link between involvement and switching intentions.

The Impact of Social Media Marketing on the Energy Drink Industry: A Case Study of Red Bull

As Red Bull domains in the market share and is well-known for its special social media marketing strategy, this article intend to explore how Red Bull’s approach to marketing, particularly through social media, has been instrumental in building its brand identity and connecting with consumers. Through an in-depth analysis of Red Bull’s strategies on various social media platforms, this study examines the company’s distinctive approach, particularly its use of Search Engine Optimization (SEO). The analysis highlights the most prominent features and advantages of each platform, revealing how Red Bull has successfully built a strong brand image and expanded its brand influence by leveraging the power of social media. Undeniably, this success stems from Red Bull’s strategic approach of tailoring its brand message to suit each platform, thereby maximizing the utility and impact of its social media presence. The study aslo provides further actionable recommendations for Red Bull to enhance its social media strategy. Key suggestions include increasing the use of User-Generated Content (UGC) to reduce production costs and enhance authenticity, optimizing resource allocation through data-driven analysis to focus on high-impact marketing activities, and forming strategic partnerships to share costs and resources, thereby expanding reach and boosting brand presence. These strategies not only address current challenges but also offer a blueprint for other companies aiming to refine their social media marketing efforts.

How to establish customers’ green brand relationships and behaviors: from green consumption consciousness perspectives

PurposeThis study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective.Design/methodology/approachStructural equation modeling was applied to data from 532 questionnaire responses.FindingsAll hypotheses were supported. Customers’ environmental consciousness, green brand consciousness and green brand self-expression strongly affect green consumption consciousness. The effect of environmental consciousness on green brand identification is stronger than that of environmental consciousness on green brand consciousness and that of green brand self-expression on green brand identification.Practical implicationsSuggestions for managing green brands on e-commerce platforms for smallholder farmers and references for strategizing are also provided.Originality/valueThis study accounts for a wide range of antecedents of green consumption consciousness based on a social identity perspective. This study is the first to elucidate how green consumption affects the e-commerce branding of green smallholder farmers.

Bibliometric Analysis in Family Business Brands

Theoretical background: Family businesses are a key aspect of the Polish economy. These are businesses that remain under the control of the family or are managed by family members, often passed down from generation to generation. Their importance in Poland is particularly visible in the context of the numerous small and medium enterprises that form the core of the Polish economy. These businesses often have a rich history and heritage that can provide a solid foundation for building a strong brand. Purpose of the article: The aim of this article is to present a bibliometric analysis in the area of family business brands. This analysis will provide a better understanding of the current literature base and detect areas for further research. Research methods: The research method used was a bibliometric analysis, including citation and co-occurrence analysis of keywords using the VOSviewer programme, of articles from the Scopus international database. 58 publications from 1999 to 2023, focusing on the topic of family business brands, were selected and analysed. In order to conduct the most precise analysis, research questions such as the following were formulated: Who are the most influential authors publishing in the research field (in terms of citations) and who publishes the most? or What is a keyword network? Main findings: An increase in the number of publications on family business brands has been noticed, especially since 2018. The highest number of publications appeared in 2023. In total, publications were cited 1,456 times, with the highest number of citations (384) in 2018. The average number of citations per year was 112. The most cited article is “Concealing or revealing the family?: Corporate brand identity strategies in family firms” by Micelotta and Raynard (2011), with 173 citations. The largest number of publications comes from the category “Business, Management, and Accounting”. The most influential authors in this field are Prügl and Botero. Research emphasises the importance of integrating family values into marketing strategies and building customer trust, which can be the basis for further research and practical applications in brand management of family firms.

Building loyalty in the fast fashion market: The key role of customer brand identification

ABSTRACT This research proposes a novel conceptual model based on the Social Identity Theory (SIT) to identify the customer’s path to brand loyalty in the fast fashion industry. For this purpose, the following constructs are considered: customer brand identification (CBI), customer brand satisfaction (CBS), active brand word of mouth (ABWOM), passive brand word of mouth (PBWOM) and behavioural brand loyalty (BBL). To accomplish this research goal, a sample of 368 customer surveys was collected in Spain, and the data were analysed using descriptive statistics and Structural Equation Modelling (SEM). The results show that the main influences are, in this order: CBI on PBWOM, CBS on ABWOM and CBI on CBS. This study represents a pioneering effort in delving into the unexplored path leading from CBI to BBL in the dynamic fast fashion landscape. What is more, this research also introduces a highly novel perspective by differentiating between the active and passive components of customer word of mouth, a perspective that has thus far been under-researched. Several management guidelines are offered to improve the brand management strategies of operators in the industry through a deeper understanding of consumer behaviour.

Understanding internationalization variance within a sport brand: case study of the Sparta Prague ice hockey and football clubs

This article examines the internationalization of HC Sparta Prague (ice hockey) and AC Sparta Prague (football) by focusing on management decision-making. Using interviews with key personnel, it explores the varying levels of internationalization in these clubs, emphasizing their reliance on foreign players, the utility of foreign ownership, fan responses to foreign coaching, and marketing efforts toward foreigners. Football, being more global, is subject to ‘Europeanization,’ whereas ice hockey, centered in North America, is influenced by ‘Americanization’ and ‘eventification.’ Despite significant fan overlap and efforts at eventification, neither team has had success attracting Prague’s tourists and neither currently views it as an important market, instead focusing on the domestic Czech market. Both clubs have undergone various phases of ownership, from foreign investors to a return to Czech owners, reflecting broader social and economic changes in the region following the fall of communism. The article further discusses the influence of historical and cultural contexts on the acceptance and resistance to globalization influences, emphasizing the importance of preserving national identity and selectively integrating global elements within the modernization of sports. The study proposes that, despite the Sparta brand identity being heavily influenced by internationalization, it remains largely a Czech brand, and cultural sporting identity currently plays a more crucial role in resisting globalization than sport brand identity in Eastern Europe.

Effects of Packaging on Consumer Buying Decision: A Study of African Black Soap (Alata Samina)

Product packaging plays a key role in consumer purchasing decision as packaging promote brand identity and customer loyalty. However, the African black soap prepared in Ghana has not seen the best of packaging, hence, its rejection in international marketplace. It is in this vein that the researcher sought to examine effect of packaging on consumer buying decision of African black soap (Alata Samina). Correlation and cross-sectional design were used. Cluster and simple random were used to select 245 respondents. Findings revealed that best packaging influence consumers’ perception to buy local Alata Samina soap recorded a cumulative mean of 4.69198 and standard deviation of 3.31842, suggesting respondents’ agreement that best packaging induce consumer buying decision. In terms of relationship, it was clear that strong positive link exist between packaging elements and consumer buying decision; Packaging colour had r(245) = 0.882, p<0.05, Background image had r(245) = 0.881, p<0.05, Packaging materials had r(245) = 0.882, p<0.05, Font style had r(245) = 0.876, p<0.05. Printed information had r(245) = 0.772, p<0.05, Labelling, wrapper design and creativity had r(245) = 0.882, p<0.05. Standard Multiple Regression was used to analyzed the effect of packaging elements on consumer buying decision and the result were packaging colour had 53.8% and statistically significant effect of r(245) = 0.538, p<0.05. Brand image had 85.3 % and statistically significant effect of r(245) = 0.853, p<0.05. Printed information had 73.8% and statistically significant effect of r(245) = 0.738, p<0.05. Packaging materials had 62.6% and statistically significant effect of r(245) = 0.626, p<0.05. Innovation had 92.3 % and statistically significant effect of r(245) = 0.923, p<0.05. Labelling quality had 76.5% and statistically significant effect of r(245) = 0.765, p<0.05. Design of wrapper had 44.2% and statistically significant effect of r(245) = 0.442, p<0.05. However, font style had only 1.2% and this effect is not statistically significant; r(245) = 0.012, p<0.05. This means that most consumers do not believe that font style influences consumers’ purchase decision. The study recommends that Institute of Packaging Ghana, Federation of Ghanaian Exporters, Ministry of Trade and Industry, Ghana Exports Promotions Authority and Association of Ghana Industries should collaborate to improve the packaging skills of the local African black soap producer. The essence is to enable them to package their products to meet the export market standards.