Brand Packaging Research Articles

Co-branding public place brands: towards an alternative approach to place branding

Contrary to the traditional understanding of place branding inspired by product, service and corporation branding, the present paper adopts place branding interdisciplinary literature in order to develop a conceptual framework that focuses on the constituting features of place brands as a form of public brands. The paper suggests the way place brands are constituted is via a co-branded complex and dynamic process in a constant state of change shaped by the interaction of several public brands in particular time-space frames. The co-branded process allows researchers and practitioners to better understand the conditions under which place brands and place brand efforts are emerging. Despite that, the type of co-branded process described in the paper also points out that the process does not necessarily create a linear positive add-on value for all parts involved. Rather, the co-branded process here is fragmented and based on spatial, political and real meaning contexts. The framework is illustrated empirically from material retrieved from a study of a regional branding process. The article concludes with a note on the political dimension of applying a co-branding lens on the public sphere.

Using colour semiotics to explore colour meanings

PurposeThe impact of colour is acknowledged within the marketing field. However, research on colour communication is limited, with most prior studies focusing on pre-defined meanings or colour associations. The purpose of this paper is to reveal insights into colour meaning and propose an alternative view to understanding colour communication.Design/methodology/approachThe study takes a conceptual approach and proposes Peircean semiotics to understand colour communication. The proposed framework is applied to analyse a set of colour meanings detected by prior colour research.FindingsThe study elucidates the underlying mechanism of how colour is read and interpreted in various marketing activities, and how meaning is conveyed. This study addresses this mechanism by identifying colour semantics and colour as a symbolic, iconic and indexical sign.Research limitations/implicationsThe study contributes to the scholarly knowledge of colour in marketing. It enriches the understanding of how consumers interpret representations of single visual signs expressed in contexts such as products, brands and brand packaging to make informed product decisions.Practical implicationsBy understanding consumer interpretation as a stage in the communication process, marketers can develop more informed marketing activities to communicate the intended meanings. This may well strengthen the brand identity and contribute to the perceived brand value.Originality/valueBy elaborating on how colours convey meanings and the mechanism that explains such meanings, this study demonstrates that colour meaning is far more than mere association. The study contributes to the current knowledge of colour by facilitating a deeper understanding of how consumers interpret representations of single visual cues expressed in various contexts.

Geoengineering at the “Edge of the World”: Exploring perceptions of ocean fertilisation through the Haida Salmon Restoration Corporation

The Haida Salmon Restoration Corporation's (HSRC) 2012 ocean fertilisation experiment introduced a controversial geoengineering technology to the First Nations village of Old Massett on the islands of Haida Gwaii in British Columbia. Local debate centred on conflicting interpretations of the potential environmental impacts of the project and on the Corporation's attempts to align its public brand with the Haida name and proud identity of environmental stewardship. More broadly, the controversy illustrated long‐standing arguments about the desirability and feasibility of ocean fertilisation as a geoengineering response to the threat of anthropogenic climate change. Using the HSRC case, this paper reports a novel situated study of public perceptions of geoengineering that combines ethnographic engagement with Q‐methodology. Three distinct viewpoints on ocean fertilisation are revealed, shaped by the unique confluence of social, political, cultural and environmental circumstances of Haida Gwaii. These viewpoints on ocean fertilisation reflect different ideas held by local residents about planetary limits, about the way humans attain knowledge of natural systems and about the human values of, and responsibilities toward, nature. Although the revealed viewpoints are constructed through contextually specific local meanings, they engage with debates that emerge across a range of other geoengineering technologies and which reflect contested philosophical positions visible in wider environmental management and restoration discourses. The case of ocean fertilisation off the islands of Haida Gwaii may therefore provide a useful benchmark for reflexivity in geoengineering governance. Our case study shows that engaging with the situated beliefs and values that underpin human attitudes and responses towards novel geoengineering technologies is a sine qua non for good governance. Even so, our results suggest such technologies will likely always be contested given the diverse ways in which people understand human relations with the non‐human world.

A Comparison of the Composition of Beef Bacon Products Sold in Southern Ontario, Canada

ObjectivesUnlike pork bacon, beef bacon has no standard product identity. Identifying a product using the word “bacon” can imply a certain likeness to pork bacon; however, without a standard identity, this is not necessarily the case. Beef bacon can be produced using a variety of different processing techniques and still currently be labeled “beef bacon”. The potential result is poor product recognition among consumers, a paucity of scientific literature surrounding beef bacon, and ultimately, low process and profit optimization for meat processors. The objective of this study was to examine the composition of commercial beef bacon products sold in southern Ontario, Canada and further investigate the sources of variation. It was hypothesized that due to the lack of standard product identity, there would be a great degree of variability in the appearance and composition of products labeled as “beef bacon”.Materials and MethodsBeef bacon was purchased at the retail level from 6 different meat processors in southern Ontario, Canada. Products were analyzed for moisture, protein, and lipid content, along with a visual lean to fat ratio comparison. Moisture, protein, and lipid content were analyzed from a master batch that was created by mincing 2 strips of beef bacon from 3 different packages of the same brand (6 strips in total per master batch). From the master batch produced from each brand, protein was determined by Dumas, moisture was determined by oven drying at 100°C for 24 h, lipid was then successively tested via Soxhlet, and other components were determined by difference. The lean to fat ratio was determined by analyzing the proportion of black to white in high contrast black (lean) and white (fat) beef bacon renderings through ImageJ. Statistical analysis included determining descriptive statistics with the MEANS procedure of SAS and determining the fixed effect of brand using the MIXED procedure of SAS (SAS Inst. Inc., Cary, NC).ResultsDifferent brands of beef bacon ranged significantly in moisture content (45.6 to 66.6%; SEM = 0.4; P < 0.0001), lipid content (5.0 to 36.6%; SEM = 1.0; P < 0.0001), protein content (11.5 to 25.8%; SEM = 0.3; P < 0.0001, and other components (1.4 to 7.8%; SEM = 0.9; P = 0.01). Total slice area among different brands of beef bacon ranged (P < 0.0001) from 38.5 to 130.4 cm2 with a SEM of 14.3 cm2. Slice lean percentage among different brands of beef bacon ranged (P < 0.0001) from 51.1 to 94.8% with a SEM of 2.0%. Lean:fat among different brands of beef bacon ranged (P < 0.0001) from 0.9 to 26.8 with a SEM of 1.7.ConclusionThe macronutrient composition and appearance of products that were labeled as “beef bacon” in southern Ontario, Canada, was highly variable. The variability was believed to be due to meat processors utilizing different value-added cuts of beef for the production of beef bacon. Further research is necessary to determine the utilization of different beef cuts for the production of beef bacon and the associated effects on processing parameters, storage capabilities, product composition, and sensory characteristics.

Consumer Awareness Towards Brand Equity

Economic strength of a country lies in its ability to employ all its available resources gainfully. This would be possible only when there is a steady and effective demand for goods and services, the precondition for which is the ability and willingness of the people to purchase or pay for such goods and services. Brand awareness is related to the strength of the brand in memory, as reflected by consumers ’ability to identify various brand elements (i.e., the brand name, logo, symbol, Character, packaging, and slogan) under different conditions. Choosing the appropriate measure depends on the relative importance of brand awareness for consumer behavior in the category and the resulting role it plays to the success of the marketing program for the brand. For example, if research reveals that many consumer decisions are made at the point-of-purchase where the brand name, log packaging, and so on will be physically present and visible, then brand recognition and visual awareness measures will be important. In this paper, researcher tried to explore the concept of brand and brand equity. The survey is also conducted to find out the awareness level of consumer about brands, perceived strength and weakness, perception and attitude to the brands, values associated with the brand, image associated with the brand and many more.

Sensory Congruence of Brand Name Phonetics and Package Design

Sensory Congruence of Brand Name Phonetics and Package Design

农产品区域公用品牌推广效果提升策略研究

农产品区域公用品牌推广效果提升策略研究

패키지 디자인 구성요소 분석을 통한 홍삼 브랜드 패키지 디자인 개발 (포천시 농산물 홍삼 브랜드 패키지 디자인 개발 사례를 중심으로)

해마다 쏟아져 나오는 신제품들을 홍보하기 위한 광고 마케팅 전쟁이 갈수록 치열해지고 있다. 특히 시장을 먼저 선도한 업체와 뒤쫓아 가는 업체들의 경쟁 또한 더욱 가열되고 있다. 대기업을 기반으로 한 회사들은 상대적으로 모기업의 브랜드 파워를 바탕으로 광고 마케팅을 해 시장진입이 그나마 쉬운 반면에 별다른 브랜드 기반 없이 시장에 진입해야 하는 지자체 농수산 브랜드들의 진입장벽은 더욱 어렵다고 볼 수 있다. 특히 제품의 신뢰와 브랜드 인지도를 높이는데 소비자와 가장 접점에 있는 패키지 디자인의 수준 격차는 선도업체와 더욱 벌어지고 있는 실정이다. 본 연구는 국내 홍삼 농가들의 해외 수출을 위한 국가경쟁력과 국내 판로 개척을 위해 현재 국내에서 가장 높은 인지도를 보이는 상위 업체 4개 브랜드 28개 제품의 패키지 디자인을 구성요소별로 조사 분석하였다. 이 자료를 바탕으로 디자인전공 2~30대 대학생 및 대학원생 98명을 상대로 한승문(2009)의 패키지 디자인 평가척도 개발에 관한 연구에서 도출한 6가지 평가기준을 대입하여 4개의 우수 패키지디자인 제품을 선별하였다. 선별한 우수 패키지 디자인을 참조하여 새로운 지자체 홍삼 브랜드 패키지 디자인을 개발하였다. 추후 제품경쟁력이 있음에도 우수한 패키지 디자인에 대한 조사 분석 없이 무분별하게 이루어지는 지자체 농수산 브랜드 업체들의 패키지 디자인 개발에 보다 효과적이고 실질적인 자료로 쓰이기를 기대한다.

Reasons for Energy Drink Use and Reported Adverse Effects Among Adolescent Emergency Department Patients.

There is concern of energy drink use by adolescents. The objective of this study was to evaluate the energy drink consumption use, frequency, age of first use, reasons for use, influences of choice of brand, and adverse events recorded in a predominant Latino adolescent population. Subjects between the ages of 13 and 19 years utilizing emergency department services for any reason at a large county hospital answered a questionnaire about energy drink usage. There were 192 subjects, of which 49% were male and 51% were female. Latino adolescents were 85% of the participants, although other ethnic groups participated including African American, white, and Asian. Reasons for use include 61% to increase energy, 32% as study aide, 29% to improve sports performance, and 9% to lose weight. Twenty-four percent reported using energy drinks with ethanol or illicit drugs including marijuana, cocaine, and methamphetamine. Adverse reactions were reported in 40% of the subjects including insomnia (19%), feeling "jittery" (19%), palpitations (16%), gastrointestinal upset (11%), headache (8%), chest pain (5%), shortness of breath (4%), and seizures (1%). Both brand name and packaging influenced the choice of energy drink in most subjects. Forty percent reported at least 1 adverse effect. While most adverse effects were not severe, a small number are serious. In addition, we showed intentional ingestion with ethanol and illicit drugs. Of additional concern is that both brand and packaging seem to directly affect choice of energy drink consumed.

A Study on the Classification of the Bottled Water Brand Package Design

국내 생수시장의 규모는 2005년에서 2016년 까지 4배 가까이 성장하였고 앞으로 더 커질 것이라고 전망하고 있다. 생수 시장이 성장함에 따라 국내 백화점에는 다양한 프리미엄 생수를 만날 수 있는 ‘워터바’가 등장하여 먹는샘물, 탄산수, 미네랄워터, 해양심층수 등 다양한 종류의 생수를 접할 수 있게 되었다. 그렇기에 이제는 기존의 제품과는 차별화 될 수 있는 생수 패키지디자인이 필요하다. 본 논문에서는 생수 패키지디자인과 라벨디자인의 개념을 살펴본 뒤, 선행연구를 토대로 국내외 생수의 용기 형태를 네 가지(일반형, 굴곡형, 슬림형, 모던형)로 분류하고 12종의 제품을 선정하여 패키지디자인의 구성요소를 기준으로 분석하였다. 분석 결과 형태에 따라 적용된 라벨디자인(로고타입, 일러스트레이션, 컬러와 레이아웃)이 다르게 디자인 되었다는 것을 알 수 있었다. 이외에 제품들의 친환경 패키지디자인을 재질과 라벨의 종류로 분석하였고, 인체공학적 패키지디자인을 굴곡과 요철로 구분 분석하였다. 이를 토대로 국내외 생수용기에 따른 라벨디자인의 한계점과 가능성을 정리하여 생수용기 패키지디자인의 방향성을 제시하였다. 구체적으로 굴곡과 요철이 많이 부여된 생수용기는 띠지 형식이고, 반면 굴곡과 요철이 적게 부여되거나 또는 굴곡과 요철이 없는 생수용기는 일러스트레이션과 타이포그래피와 같은 그래픽 요소로 라벨디자인에 강조 하였다. 본 연구를 통해 도출한 국내외 생수용기 디자인 범주화는 생수용기 패키지디자인 개발 시 방향성 수립에 기초적 자료로 활용이 가능할 것이다.

Impact of Public Relation and Brand Image on Customer's Loyalty in Mobile Phone Industry of Pakistan

Impact of Public Relation and Brand Image on Customer's Loyalty in Mobile Phone Industry of Pakistan

Ways of Depicting: The Presentation of One’s Self as a Brand

Ways of Depicting: The Presentation of One’s Self as a Brand

공공브랜드의 공동선(Common Good) 구현 특성 척도 개발에 관한 연구

공공브랜드의 공동선(Common Good) 구현 특성 척도 개발에 관한 연구

공공브랜드의 공동선(Common Good) 구현 특성 척도 개발에 관한 연구

공공브랜드의 공동선(Common Good) 구현 특성 척도 개발에 관한 연구

브랜드 아이덴티티 구성요소 분석을 통한 오미자 브랜드 패키지디자인 개발 - 포천시 농산물 오미자 브랜드 패키지 디자인 개발 사례를 중심으로 -

브랜드 아이덴티티 구성요소 분석을 통한 오미자 브랜드 패키지디자인 개발 - 포천시 농산물 오미자 브랜드 패키지 디자인 개발 사례를 중심으로 -

Visual attention to alcohol cues and responsible drinking statements within alcohol advertisements and public health campaigns: Relationships with drinking intentions and alcohol consumption in the laboratory.

Both alcohol advertising and public health campaigns increase alcohol consumption in the short term, and this may be attributable to attentional capture by alcohol-related cues in both types of media. The present studies investigated the association between (a) visual attention to alcohol cues and responsible drinking statements in alcohol advertising and public health campaigns, and (b) next-week drinking intentions (Study 1) and drinking behavior in the lab (Study 2). In Study 1, 90 male participants viewed 1 of 3 TV alcohol adverts (conventional advert; advert that emphasized responsible drinking; or public health campaign; between-subjects manipulation) while their visual attention to alcohol cues and responsible drinking statements was recorded, before reporting their drinking intentions. Study 2 used a within-subjects design in which 62 participants (27% male) viewed alcohol and soda advertisements while their attention to alcohol/soda cues and responsible drinking statements was recorded, before completing a bogus taste test with different alcoholic and nonalcoholic drinks. In both studies, alcohol cues attracted more attention than responsible drinking statements, except when viewing a public health TV campaign. Attention to responsible drinking statements was not associated with intentions to drink alcohol over the next week (Study 1) or alcohol consumption in the lab (Study 2). However, attention to alcohol portrayal cues within alcohol advertisements was associated with ad lib alcohol consumption in Study 2, although attention to other types of alcohol cues (brand logos, glassware, and packaging) was not associated. Future studies should investigate how responsible drinking statements might be improved to attract more attention.

Organization Participation in Place Branding: From Institutional Perspective

Faced with increasingly fierce global competition, place branding has become an important strategic tool to obtain regional competitive advantage. As a public brand, place brand needs all organizations in the region to build participation beliefs and to achieve specific participation behavior. From the perspective of institutional theory, this paper argues that the internal driving force of organization participation in place branding derives from the regulative, normative and cultural-cognitive pressure of institutional legitimacy of place branding. These three pressures will encourage organizations in the region to build the belief of place branding and achieve participation behavior, gaining institutional legitimacy.

Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation

Abstract Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packaging design. Copycats typically operate in the core product category of the imitated brand under the assumption that such “in-category imitation” is most effective. In contrast, four experiments demonstrate the benefits of “out-of-category imitation” for copycats, and the harmful effect on the imitated brand. Copycats are evaluated more positively in a related category, because consumers appraise the similarity between copycat and imitated brand more positively than in the core category, independent of the perceived similarity itself. This is due to a reduced salience of norms regarding imitation in the related category. Moreover, the results show a damaging backlash effect of out-of-category imitation on the general evaluation of the imitated brand and on its key perceived product attributes. The findings replicate across student, MTurk, and representative consumer samples; multiple product categories; and forms of brand imitation. This research demonstrates that out-of-category brand imitation helps copycat brands and hurts national leading brands much more than has so far been considered, which has managerial and public policy implications.

Cricket South Africa’s Protea Fire brand

Subject area Marketing, Sports marketing and Social media marketing. Study level/applicability Graduate level. Case overview This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year away, Jury worked with a diverse project team of Proteas players, cricket brand managers and external consultants to build a public brand identity for the national team, to nurture greater fan affinity and to mobilize South Africans behind their team for the World Cup. The project team developed a range of Protea Fire multimedia content as the core of the campaign. These included video diaries, scripts which were written by the Proteas players themselves, player profile videos, motivational team-talk videos and good luck video messages featuring ordinary and famous South Africans. Having invested in creating this content, the project team faced the difficult task of allocating a limited media budget to broadcast and amplify the content. Another significant challenge was to ensure that the Proteas team values were authentically communicated across all content, including via the social media strategy using Twitter, Instagram and YouTube. As the World Cup tournament kicked off on February 14th 2015, South Africa was well placed to overcome their previous inability to reach a final, although Jury wondered whether another exit in the knockout round would weaken the strong and positive emotions the Protea Fire campaign had ignited. With the last two balls remaining in South Africa’s semi-final game against New Zealand on March 24th 2015, and the home team requiring just five runs to win, Jury joined 60 million South Africans hoping that Protea Fire was strong enough. The case concludes with South Africa losing the semi-final game and Jury turning his attention to how the #ProteaFire campaign should respond. Expected learning outcomes This study aimed to analyse the development of a sport team brand and a megaevent campaign; to assess the efficiency and effectiveness of a marketing campaign; and to consider appropriate brand responses to the team’s failure to deliver on expectations. Subject code CSS 8: Marketing.

PENGARUH MARKETING PUBLIC RELATIONS TERHADAP BRAND IMAGE DAN LOYALITAS PELANGGANDI STUDIO ALAM TV9 MATARAM

This research is aimed at determining and explaining the effect of public relations marketing on the brand image and customers loyalty at Studio Alam TV9. This research is an explanatory research with quantitative approach. This research employed three variables of Public Relations Marketing, Brand Image, and Customers loyalty. The visitors of Studio Alam TV9 that have visited twice or more are the populations of this study. 110 visitors are the respondents of this research selected through purposive random sampling to which the questioners were distributed. The data were analyzed using path analysis. Based on that path analyzed the research showed that public relation marketing has direct and significant effect on Brand Image. And the brand Image has direct and significant effect on the customers loyalty. Beside that it is found that public relation marketing has indirect but significant effect of the customers loyalty through brand image. It is suggested that TV9 maintain and improve the public relation marketing ti improve the brand image and make the customers loyalty.Keywords: Marketing Public Relation, Brand Image, Customer Loyalty