Brand Marketing Strategies Research Articles

Persepsi Gen Z terhadap Penggunaan Social Media Marketing sebagai Media Komunikasi dalam Proses Keputusan Pembelian Kopi Kenangan

The advancement of digital technology has transformed marketing landscapes, with social media emerging as a strategic platform to engage consumers. Generation Z, born between 1997 and 2012, exhibits a strong connection to social media and is influenced by digital content during their purchasing decisions. This study investigates Generation Z's perception of social media marketing as a communication medium in the decision-making process for purchasing Kopi Kenangan products. Using a qualitative literature study method, data were gathered from scholarly articles, journals, and related documents published between 2020 and 2024. The findings highlight that interactive and personalized social media marketing strategies significantly impact Generation Z's perception and purchasing decisions. This research contributes to the understanding of effective digital marketing strategies for local coffee brands, providing insights into how Generation Z responds to and engages with such efforts.

The Impact of Key Terms in Business Marketing on Corporate Marketing Strategies: A Case Study of McDonalds

In the context of increased competition in the fast food industry, enterprises need to continuously optimize their marketing strategies to maintain a competitive edge. The paper examines the role of corporate marketing key terms in corporate marketing strategies, using a case study approach to analyze the practical application of key terms in the brand positioning and marketing strategies of McDonalds as an example. Moreover, in this paper, the emphasis is placed on the impact of these key terms on consumers attitudes, behavioral choices, brand awareness and loyalty, and McDonalds competitive advantage in the global marketplace. As such, the study demonstrates how McDonalds utilizes these concepts for effective market segmentation, cross-cultural marketing and advertising communication, which may provide a reference for other brands to optimise their marketing strategies. The results suggest that a deeper understanding and flexible use of these key terms can assist enterprises in maintaining competitiveness in a swiftly evolving market landscape. Further research can investigate the potential for the application of key terms in emerging markets and digital marketing.

Research on Xiaomi’s Marketing Strategy for High-End Mobile Phone Brands

Research on Xiaomi’s Marketing Strategy for High-End Mobile Phone Brands

Brand Loyalty Analysis on Bottled Mineral Water (AMDK) with the Brand AQUA

The bottled drinking water business is a highly competitive business. This is because people nowadays prefer practical things. In addition, some areas in Indonesia are experiencing a clean water crisis. In this highly competitive industry, AQUA needs to maintain customer satisfaction so as to create customers who are loyal to the AQUA brand. This research aims to analyze brand loyalty and marketing strategies of AQUA. For sampling techniques using purposive sampling. Analysis of research data using brand loyalty level analysis consisting of Switcher analysis, habitual buyer analysis, satisfied buyer analysis, liking the brand analysis and committed buyer analysis with the calculation of mean, standard deviation and percentage. AQUA is at the satisfied buyer and liking the brand level. Both have a value of 98% with an average value of 4.16, which is a good category. Relationship marketing strategies and loyalty rewards are expected to increase brand loyalty in AQUA customers

Research on the Influence of Brand Marketing Strategy Diversification on Consumers' Purchase Intention

This paper aims to explore the influence of brand marketing strategy diversification on consumers' purchase intention. In the increasingly fierce market competition, the diversification of brand marketing strategy has become an important means for enterprises to enhance market competitiveness. Through the in-depth analysis of the relationship between the diversification of brand marketing strategies and consumers' purchase intention, this paper aims to provide reference for enterprises to formulate scientific and effective brand marketing strategies. This paper considers that brand marketing strategy diversification has a significant impact on consumers' purchase intention, and puts forward a series of suggestions to optimize brand marketing strategy.

Analysis of Sports Brand Marketing Strategy Optimization Based on Fan Psychology

Cause of increased competition in sports branding, the main issue for powerful marketing is to understand fan psychology. The attachment of a fan to their team and athletes has much to do with their purchasing behavior and brand loyalty. For that reason, understanding those psychological dynamics is necessary for a brand when trying to figure out an effective marketing strategy. The study shall now explore how sports brands utilize psychological frameworks, such as the Psychological Continuum Model, to nurture emotional connections that will lead to brand loyalty. Case studies are provided relating to Li-Ning and Nike, where it has been seen that aligning with athletes through limited edition product launches and special content given to fans drives deeper consumer engagement. However, it is hypothesized that if there is a heavy reliance on a fan-driven approach, mainstream market opportunities could be lost, and this may reduce longer-term growth. To this end, sports brands are suggested to balance fan-focused approaches against broader market segmentation, ensuring the process and strategy that will help meet diverse consumer needs and inclusivity for sustainable development. The insights provided here seek to guide brands toward maximizing their reach and brand resilience by harmonizing fan loyalty with mainstream appeal.

Research on the Integration and Optimization of Fashion Brand Marketing Strategy in the Digital Age

With the advent of the digital age, the way fashion brands market has undergone profound changes. This paper aims to explore the integration and optimization of fashion brand marketing strategies in the digital era, analyze the challenges and opportunities faced by fashion brands in the process of digital transformation through literature review, and put forward corresponding strategy suggestions. It is found that digital marketing has significant advantages in enhancing brand influence, satisfying consumers' personalized needs, and realizing precision marketing. However, fashion brands still need to overcome technical, managerial, cultural and other obstacles in the process of digital transformation. The strategy framework and concrete measures proposed in this paper provide a useful reference for fashion brands to achieve sustainable development.

The Impact of Packaging Elements on Consumer Purchasing Behavior Based on Behavioral Economics

This paper explores the impact of packaging elements on consumer purchasing behavior through the lens of behavioral economics. It reviews the historical evolution of consumer purchasing behaviors, highlighting the role of advertising and branding in modern marketing. The study emphasizes the significance of understanding consumer behavior to optimize brand positioning and marketing strategies. By analyzing packaging elements like color, design, material, and information transmission, the paper underscores their influence on consumer decisions. Empirical analysis through a questionnaire survey of Chinese consumers provides insights into the correlation between packaging and purchasing behavior. The findings suggest that well-designed packaging can significantly enhance product perception and consumer purchasing intent. Despite its contributions, the study acknowledges limitations such as a narrow geographic scope and short-term focus, recommending future research to address these gaps for a more comprehensive understanding of packaging's long-term effects on consumer behavior.

Boycotts and brand perception of mineral water affecting generation Z Muslim purchases

Purpose – This study aims to identify the determinants of purchasing decisions for bottled mineral water among generation Z Muslims in Indonesia, particularly in light of product boycotts. Methodology – The sample consisted of 189 respondents, with the criteria being generation Z Muslims in Indonesia who have made purchases of mineral water after the boycott actions against several mineral water brands in Indonesia due to the conflict between Israel and Palestine. Findings – Purchasing decisions for mineral water by generation Z Muslims in Indonesia are influenced by halal labeling, brand perception, and promotions related to social and ethical issues, including boycotts against certain brands. The analysis results indicate that consumers not only consider the quality and halal aspects of the product, but also actively respond to the values promoted by the brand, especially in relation to controversies involving brand affiliations with entities that do not align with Islamic principles. Implications – The mineral water industry needs to manage brand image and marketing strategies by considering the cultural and social values of consumers, particularly generation Z Muslims in Indonesia. With the growing awareness of ethical and political issues, the industry must ensure that its products meet quality and halal standards, as well as avoid associations with controversies that could trigger boycotts.Originality – This study integrates social and ethical aspects, such as responses to boycott actions and halal awareness, into consumer behavior analysis, providing a new perspective on understanding market dynamics influenced by cultural values and religious beliefs.

Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic

Social media is a valuable medium for customer engagement, maintaining existing customers and for acquiring prospective customers. Social media platforms are increasingly adopted as strategic communication tools for building brand equity and consumer engagement. The main objective of this study is to examine the roles of company-created content on Facebook in enhancing brand visibility and interaction between brand and consumer response. In this study, four official Facebook profiles from automotive brands were collected and surveyed and then the data were analyzed in detail using content analysis. Evaluation using the uses and gratification theory and the application of correspondence analysis of content related to the consumer’s point of view brings new insights to brand communication using social media. The findings document how selected categories according to user gratification theory influence users’ engagement. Both quantitative analysis of brand communication via Facebook and a qualitative survey of the posts with top engagement show differences in the marketing strategy of automotive brands in their social media communication. The findings of best-published posts could also be used as an example for benchmarking. The research provides a theoretical and practical understanding of social media marketing that can guide managers’ decision-making when developing and improving their social media marketing activities focused on brand communities.

Ecoproducts in the Dynamic Era of Digital Communication: A Neuromarketing Study of Users’ Emotional Reactions on Social Media

In the present era, where social media have become a primary tool for interaction between brands and consumers, the importance of emotional reactions triggered by observing public comments is increasingly emphasised. This study analyses how these reactions shape the decision-making process when purchasing eco-friendly products. The aim of this study is to bridge the gap in the analysis of emotional reactions from social media users who are exposed to various unofficial information published on social media while gathering information about eco-products, which can significantly influence their purchasing decisions. The objective is to examine, compare, and evaluate how positive and negative sentiment in user comments affects the perception and value of eco-products amongst other social media users. The findings indicate that posts with positive comments foster increased engagement and a favourable perception of products, while negative comments lead to doubt and frustration. In the neuromarketing experiment, we found that 81.8% of respondents considered the visual design of the eco-product and the ecological brand message attractive, with 63.6% reporting that negative social media comments had a significant impact on their perception of the brand. These results support the hypothesis that emotional reactions to comments are a strong factor in consumer decision-making, suggesting that positive reviews may serve as social proof, while negative comments can cause cognitive dissonance. Through this study, we aim to contribute to a deeper understanding of the dynamics between emotional reactions and the perception of eco-products in the digital communication era, which has significant implications for the marketing strategies of ecological brands.

The Sales Model and Brand Building of Lululemon: Key Factors in Market Success

Lululemon, a Canadian brand specializing in yoga apparel, has distinguished itself in the fiercely competitive sportswear market with its unique marketing strategies. This paper provides a comprehensive analysis of Lululemon's current development status from multiple perspectives, including market performance, product innovation, customer demographics, and competitive landscape. The study reveals that Lululemon has built a strong brand influence through precise brand positioning and innovative promotional methods. Additionally, by leveraging grassroots endorsements and effective salesperson techniques, the brand has enhanced its interaction with consumer needs. The unique in-store product mix and brand settings further boost its market competitiveness. Finally, this paper examines the impact of Lululemon's marketing strategies on the marketing environment, covering aspects such as brand loyalty and word-of-mouth marketing, the utilization of digital and social media, and adjustments in competitors' strategies. This study offers valuable insights for the selection and implementation of marketing strategies for sports brands in China.

Strategic Digital Marketing Innovations: The Role of Community Engagement in Lululemon’s Market Leadership

In the global sportswear market, Lululemon Athletica has emerged as an industry leader with its unique digital marketing strategy. This study explores how Lululemon has significantly increased brand awareness and customer engagement through an innovative digital strategy that combines search engine optimization (SEO) and search engine marketing (SEM) techniques. Lululemon actively utilizes social media platforms, such as Instagram, to create a strong brand community and enhance consumer loyalty and brand connection through marketing campaigns such as #TheSweatLife. This study analyzes how these strategies have helped Lululemon to gain a strong position in the market and effectively respond to challenges from competitors such as Nike and Adidas. The results show that digital marketing not only drives brand growth, but also creates sustainable customer relationships and improves competitiveness in the market. The findings of this paper provide important insights into the marketing strategies of other brands in the digital era, and despite the lack of comprehensive quantitative data support, Lululemon’s success provides lessons for exploring innovative market engagement models.

Exploring E-Commerce Live-Streaming Strategy in China

This article conducts a comprehensive analysis of the most cutting-edge topics in live-streaming e-commerce by reviewing 15 studies published between 2019 and 2024. The research is organized around four core areas of inquiry: live-streaming e-commerce modes and strategies, user participation and behavior, brand marketing and platform strategy, and technology application and influence. The review demonstrates the influence of diverse sales modes, including self-operation and third-party live streaming, on market competition and consumer engagement. Furthermore, the analysis identifies the influence of several key factors on consumer purchasing behavior, the strategic approaches adopted by manufacturers in integrating live-streaming channels, and the implications of AI and blockchain technologies in live-streaming commerce. The findings emphasize the significance of context-specific strategies in optimizing live-streaming e-commerce. They suggest that the successful integration of these technologies and strategies can lead to enhanced consumer engagement, augmented brand visibility, and improved overall market performance. Nevertheless, the study also identifies potential challenges and limitations, including the unpredictability of real-world market dynamics and the risk of reduced innovation in algorithm-driven economies.

Sports Merchandise Marketing Analysis of Sports Brand Marketing Strategies Taking Nike as an Example

Since the 21st century, rising economic productivity has increased incomes, thereby shifting the focus of individuals and societies from basic needs to richer spiritual lives and healthier lifestyles. Global brands such as Nike, Adidas, and Under Armour have expanded their reach into the Chinese market, reflecting a broader societal acceptance of sports goods. The increasing prevalence of products such as Arc’teryx jackets and LULULEMON yoga wear reflects a shift in perspective on health and fitness. Consequently, the sports goods market has become highly competitive, with brands launching new products, expanding their offerings, and enhancing cost-effectiveness while maintaining quality.In order to succeed, sports brands must adopt superior quality, innovative thinking, and unique marketing strategies. This article employs SWOT and 4P analyses to examine Nike’s marketing strategy and ascertain its customer appeal and high turnover. Additionally, it identifies shortcomings in Nike’s approach and proposes solutions. Using Nike as a case study, the article investigates how sports brands can develop practical marketing strategies to secure a strong market position.

A Study on the Brand Marketing Strategy of Luckin Coffee Based on SWOT Analysis

Using a SWOT analysis, this study investigates the brand marketing approach of Luckin Coffee, a well-known Chinese coffee company. With the backdrop of the rapid evolution of marketing strategies driven by the Internet and new media, this study aims to address the gap in understanding how marketing strategies can be tailored to a specific company's unique characteristics. Specifically, it investigates Luckin Coffee's strengths, weaknesses, opportunities, and threats based on an analysis of its current marketing efforts across channels and relevant brand topics. The findings provide insights into how Luckin Coffee can optimize its marketing strategy to seize opportunities and mitigate threats, ultimately contributing to the enhancement of the brand's competitiveness and relevance in the market. This research is a valuable reference for other coffee brands seeking to formulate effective marketing strategies in today's dynamic business environment.

A Review Article On The Impact And Evolution Of Sustainable Brands

The growing emphasis on sustainability has prompted significant changes in the fashion industry, particularly among brands striving to align with eco-friendly and ethical practices. This study explores the impact of sustainable brands on consumer behavior and industry standards. It examines how these brands are integrating sustainable practices into their operations, from the use of recycled materials to adopting circular economy principles. Despite consumers' increasing awareness and positive attitudes towards sustainability, there remains a noticeable gap between these attitudes and actual purchasing behaviors. This research highlights the crucial role of sustainable brands in addressing this disconnect by fostering transparency and authenticity in their practices. The study also investigates the effectiveness of various communication strategies employed by sustainable brands to enhance consumer trust and engagement. By analyzing data from consumer surveys and brand case studies, the research identifies key factors influencing the success of sustainable brands, including brand identity, sourcing practices, and marketing strategies. The findings suggest that while sustainable brands are making strides, continued innovation and consumer education are essential for driving broader adoption and achieving meaningful environmental and social impact.

Analysis of How Hotels Can Achieve Innovative Transformation in Brand Marketing Strategies in the Digital Age

With the rapid development of information technology, driven by new technologies such as artificial intelligence, big data, and cloud computing, the commercial landscape in China is moving towards digitalization. Digitalization refers to the process and technology of expressing, storing, processing, and transmitting information in digital form. The concept and practice of digitalization permeate all aspects of modern society, symbolizing not only a technological transformation but also a cultural, economic, and social revolution. Through digitalization, human beings can manage information more efficiently, enhance productivity, and explore new possibilities for innovation and development. In other words, digital technology not only improves daily work efficiency but also brings many conveniences to people’s lives; it is a product of the technological era. To stand out in the competitive digital age, hotels must master trends, seize opportunities, face challenges, and quickly achieve innovative transformation in brand marketing strategies to capture market share and become industry leaders. This paper explores how hotels should realize innovative transformation in brand marketing strategies under the new technological era.

Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab

The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.

Brand Value on the Ukrainian Dairy Market: Innovative Assessment Methodology and Development of Marketing Strategies

Abstract The article explores the conceptual foundations of building an effective brand. The BAV model is considered as a modern practical approach to brand valuation, its four key components are described. The methodology of the Interbrand company and its elements are studied. A model of dependence of brand value on loyalty and recognition indicators is proposed. Indicators that reflect the complex nature of loyalty and recognition indicators are defined. The author’s methodological approach to assessing brand value is described, which involves conducting a survey of representatives of the target audience of the studied brands, forming a database for brand evaluation, calculating the values of partial indicators, calculating the integral indicator of loyalty/recognition. The quantitative criteria for selecting brand strategies in the matrix «Loyalty-recognition (L/R)» are determined. Depending on the values of the integrated indicators - loyalty and recognition - the matrix «L/R» is proposed, which allows to choose marketing strategies for brand development. The following marketing strategies are proposed in the matrix: expanding awareness, building a brand, preserving and protecting brand positions, and building loyalty. The key elements of the proposed marketing strategies are described. The article conducts a thorough analysis of the Ukrainian dairy market, identifies its problems and prospects. The results of surveys to determine loyalty/recognition for the most famous dairy brands in Ukraine are presented. A matrix «L/R» has been built for them. Appropriate marketing strategies for dairy brands are proposed with basic recommendations for their development.