Professional Brand Research Articles

The Effect of Social Network Service(SNS) User’s Information Satisfaction on the Corporate Image of Professional Baseball Team, Brand Equity and Consumer Loyalty

The Effect of Social Network Service(SNS) User’s Information Satisfaction on the Corporate Image of Professional Baseball Team, Brand Equity and Consumer Loyalty

A Pragmatic-Cognitive Approach to Brand Names: A Case Study of Rioja Wine Brands

AbstractThis paper analyzes a collection of Rioja wine names, looking into the pragmatic and conceptual mechanisms underlying their semantic configuration. It provides some insights into their linguistic adequacy and effectiveness, and offers a preliminary assessment on the strengths and weaknesses of Rioja wine trademarks. The branding of Rioja wines has traditionally been carried out by wine producers themselves. This trend, however, seems to be changing as wine companies increasingly turn to professional branding services. A systematic application of the pragmatic and conceptual strategies isolated in this study results in a rich pool of lexical extensions. It is argued that a careful choice of the initial inventory of key notions as well as of the source concepts used in metonymic and metaphoric extensions would help to minimize the generation of negative connotations. To the same end, branding experts should also take into consideration a number of pragmatic maxims and cultural models.

Building your professional brand through social media and PR

Building your professional brand through social media and PR

Brand management perspectives in the twenty‐first century

PurposeThe purpose of this study is to define the tasks of product managers from the perspective of professional brand managers and to point out the gaps between their short‐ and long‐term tasks.Design/methodology/approachThe paper conducted two studies: the first utilized a focus group in order to define the tasks of brand managers. In the second study, 58 brand managers were interviewed using in‐depth interviews in order to define the various factors of each of the nine branding aspects. In the second phase of the second study, the participants were asked to point out gaps between the brand managers' long‐ and short‐term perspectives.FindingsThe findings indicate that the daily pressure on brand managers comes from the distributors, who are the decisive factor in the threefold connection (manufacturer‐distributor‐consumer) due to their strong position in the market and the ongoing requirement to learn from and to satisfy them significantly more than the competition.Practical implicationsThe implications of the study to the brand managers' approach is that they should nurture relationships with consumers, perform more frequent market segmentations in order to identify new needs, and consequently reduce the distributors' power.Originality/valueThe importance of this research is that it provides a new definition for brand managers' tasks and copes with the real gaps between the short‐term and the long‐term perspectives of brand management, and as such supplies substantial qualitative data for better decision making in accordance with the twenty‐first century challenges of the brand managers.

A Study on Professional Sports Team Association and Brand Equity Value

A Study on Professional Sports Team Association and Brand Equity Value

The fundamentals of marketing

Faustino Taderera, the celebrity and towering figure, is one of the finest International Business and Marketing brains, icons and gurus nicknamed, The Tom Peters of Zimbabwe, Africa and the Middle East. His students call him, The Rumbler, the Caterpillar, the Rollercoaster and King Solomon. This book, Fundamentals of Marketing, his 47th book, is a breakthrough and unique companion for marketing students, professors and practitioners and has a lot of breakthrough research papers by the author and others. It is now accepted worldwide that good marketing management is only possible where there is good national governance, otherwise it will be wasted effort at firm or micro-level as corrupt and incompetent politicians destroy value. A zero tolerance to corruption is now necessary for every firm/organization. Faustino Taderera is now one of the world's most eminent and distinguished international marketing strategists. Faustino always says, Golden fish have no hiding place. I am the Socrates, Aristotle, Plato, Solomon and Joseph of my time, the Gift of Zimbabwe, Africa and the World. He is a much sought after global academic and professional BRAND.

How bureaucrats and bean counters strangled General Motors by killing its brands

PurposeThis paper seeks to use branding literature to understand the rise and fall of GM's brands.Design/methodology/approachThe approach takes the form of presenting a case analysis using secondary sources covering GM's brands and products, managerial leadership, and market and financial performance throughout its 100‐year history.FindingsDuring much of its first 50 years, GM was led by engineers who pioneered professional brand management, and through intelligent allocation of resources created one of the world's strongest portfolio of brands. Government anti‐trust hearings shifted GM to a cost‐cutting orientation during its second 50 years that had a negative impact on the GM brands and brought the current financial problems.Research limitations/implicationsThis is a case study of only one firm, but parallels are drawn with other firms that have had similar brand issues.Practical implicationsFirms with multiple brands need top management leadership to ensure that each brand has a unique mission with minimal overlap and adequate resources for product development, innovation, and communications to achieve its mission. If the mission or resources disappear, non‐core brands need to be terminated. Governments that wish to support well managed firms with strong brands need to be careful in using anti‐trust actions, and should not force firms to make products that are not desired by customers.Originality/valueThe paper takes a novel approach to evaluating the current state of General Motors by examining the factors that led to chronic mismanagement of its brands, which in turn has reduced brand equity, market share, and profits, and that have magnified GM's problems with labor and legacy costs, productivity, and product mix.

Professional “brand”, personal identity and resistance to change in the Canadian accounting profession

Accountancy is an unusual profession in that there are, in most countries, multiple professional associations (and designations) that compete for jurisdiction over the profession's domain of practice. These designations have become important product brands that contain discriminating consumer information. These brands are also an important part of practitioners' personal identities and become “infused with value” beyond their role as consumer signals. This results in resistance to change in the professional brand over time and may put the brand at risk of obsolescence. This issue is explored through two historical case studies of mergers between accounting associations — one successful and one unsuccessful — focusing on member reactions to the potential disappearance of their “brand” and/or the adulteration of their brand through the entrance of former competitors. The study highlights an important omission in the distinction between goods and services marketing — in services the product, that is the service provider, is self-aware and reacts to the marketing of their services.

Formulating an accounting standard for brands in the ‘market for excuses’

The article examines the formulation of standard accounting practice for brands from the perspective of the vested interests. Although brand accounting remains a minority practice, it is likely to become more prevalent in future, with the advent of a new accounting standard. The move towards brand accounting is explained in terms of the accommodation of the vested interests of managers in the fast moving consumer goods sector, professional brand valuers, the accounting firms that provide auditing and consultancy services to large companies, and the Accounting Standards Board itself.