Role Of Brand Management Research Articles

Peran Brand Management Terhadap Loyalitas Konsumen Untuk Perkembangan Usaha Mikro Kecil Menengah (UMKM) : Suatu Kajian Literatur

The role of brand management on consumer loyalty for the development of micro, small and medium enterprises is that brands build a good image among the public. The process is the goal of developing brand identity. This shows that the product offered is a unique product. In addition, it also talks about what kind of identity a brand wants to display. The identity that is displayed will later be attached as the personality of a brand. If the brand has been well received, MSME business actors automatically get the opportunity to improve the quality of their products. This must be done with flexible, effective, efficient, and sustainable planning. Thus, the products produced are guaranteed quality. With guaranteed product quality, consumer loyalty will also increase. After achieving customer satisfaction, the brand must continue to guarantee the improvement and improvement of product quality. The goal is to maintain customer satisfaction. Small businesses get the opportunity to make closer observations and research. This means that MSME business actors get easier and wider access to information. Finally, MSME players are able to produce quality products in accordance with consumer expectations.

The Role of Brand Management on Fast-Moving Consumer Goods Selection Among the Unemployed Urban Class During the Covid-19 Era. A Conceptual Paper

Brand management is viewed as one of the marketing practices that may influence the choice of fast-moving goods among customers if effectively managed. Brand management research has been skewed towards the employed class thus leaving reaseach gaps among the unemployed urban class. Considering that pandemics can influence customer choice of produts based on the constrained income, it is vital for a research to be conducted to unravel the link between brand management and choice of fast-moving consumer goods and more specifically among the urban unemployed class. Despite extensive studies which have been carried out to unravel the association between brand management and consumer choices of fast-moving consumer goods, little is understood on how the variables of this study are associated thus the need for a study to clear the conceptual controversies. The main objective of this study was to establish the association between brand management and fast-moving consumer goods selection among the unemployed urban class during the Covid-19 Era. The specific objectives were to determine the effect of emographic, sychographic and contextual factors on fast-moving consumers goods selection among the unemployed urban class during the Covid-19 era. Further, the fourth objective was to evaluate the mediating role of Covid-19 pandemic between factors influencing consumer buying behaviour and fast-moving consumers goods selection. This study was anchored on thurstone model, reference price model, brand loyalty theory, theory of reasoned action, consumer motivation theories, social cognitive theory, life-cycle theory, prospect theory and consumer socialization theory. Exploratory research design was adopted by this study. Exploratory approachis considered appropriate because it facilitates discovery of new knowledge by establishing whether what is being observed can be explained by using existing body of knowledge such as theories and empirical studies in the related field. It lays the foundation that sheds light to future studies. The relationship between the variables of this study was explained based on the principles of the exploratory research design. This study purely relied on desktop analysis of published research papers on brand managemenrt in relation to product choices. Papers published between 1991 and 2021 were reviewed. Theses, projects, reports and journal articles relating to social marketing and promotion of products and services were comprehensively reviewed. The findings, conclusions and recommendations of this study were derived from meta-analysis. The meta-analysis in accordance with recommended protocols and guidelines as recommended in statistical literature. Based on the marketing management literature analysis, it is concluded that brand is a multifaceted concept that is perceived differently by individual customers. Considering different results about what triggers consumers to prefer or buy a particular offering in the market, future studies should seek to understand consumer buying behaviour by using a multi-theoretical approach rather than a single theoretical approach that gives partial explanations about consumer behaviour. Further studies are recommended in other sectors to unravel factors that influence consumer selection in the market.

From Corporate Social Responsibility to Market Demand: The Role of Brand Management

Brand managers increasingly appeal to altruistic consumer motives by emphasizing corporate social responsibility (CSR) in marketing communication. However, little empirical evidence describes how CSR converts into market demand. This study investigates the dimensions of CSR that conspire with dimensions of brand equity to drive brand performance, by combining firm-level data on CSR, customer-based brand equity, market demand, and covariates covering 256 companies over a 15-year period. The findings show that internal CSR concerns relate negatively to brand associations as well as brand performance. Moreover, the demand effect of CSR can be fully explained by brand equity, underscoring the relevance of branding for CSR management. In particular, brand esteem and familiarity mediate the link between ethicality and market outcomes. Specifically, coping with CSR concerns appears to be important. In our data, perceived brand differentiation is unaffected by low responsibility, but ethical concerns undermine customers’ quality expectations and brand identification, suggesting managing CSR crisis has better prospects when the associated brand equity dimensions are addressed.

МІЖНАРОДНИЙ БРЕНДИНГ – ЕВОЛЮЦІЙНИЙ ЕЛЕМЕНТ СВІТОВОЇ ЕКОНОМІКИ

The article is devoted to study of branding in the context of integration of domestic enterprises into the international business community and global economy as a whole. The study identifies theoretical and methodological aspects of formation of scientific understanding about this kind of economic activities and addresses possible scenarios for its development; article also identifies internal mechanisms for the use of brand management at the enterprises and the conditions under which it should be used. The essence, history and evolution of brand management and its components, as well as the author’s approach to its implementation in managerial activities as one of the modern instruments of increase of enterprises competitiveness are described. The modern worldwide economy necessitates the need for new products and services, as well as it needs the more dynamic development of consumer markets, so one of the main tasks of article is to represent national branding at various levels. A special feature of this process is the leading role of international market and their active interaction with professional, public and other business associations in different countries. Besides, the article summarizes the experience of the emergence, development and evolution of national trademarks in the context of their integration into the world economy, as well as the search for methods to overcome common difficulties and problems arising in the way of this integration. The study determinates the place and role of brand management in the national and international marketing system as an actual mechanism for supporting the Ukrainian economy and its structural layers. Authors have analyzed mistakes in branding implementation to business projects and enterprises, as well as to solve problems that impede the development of brand management in the national economy.

Optimizing the Development of Rangicok Product Innovations in the Banjar Sub-district, Banjar City [Optimalisasi Pengembangan Inovasi Produk Rangicok di Kelurahan Banjar Kota Banjar

Banjar City is one of the cities in West Java and was once a sub-district city part of Ciamis Regency, then upgraded its status to an administrative city. Since December 1, 2002, Banjar was designated as an autonomous city separate from Ciamis Regency. Brand Awareness of UMKM products as a basis for introducing a brand of a product. The right brand recognition strategy can facilitate consumers in choosing products that are widely circulating among the public and can deliver the business to enter the national market with distinctive characteristics inherent in the business. A brand can declare something about the value of the producer can even represent a particular culture. Brand usage shows the type of consumer who buys or uses the product. The purpose of this activity is to introduce the importance of a product brand in developing its micro, small and medium enterprises, especially Rangicok as a brand awareness strategy in introducing its business. The method used in this study is a qualitative and descriptive approach. The results of this study in introducing and developing the brand of business actors need to combine the role of brand management as an internal factor.

MEASURING BRAND EQUITY OF COSMECEUTICALS – A CASE USING CONSUMER BASED BRAND EQUITY MODEL

Objective: This study intends to operationalize brand equity and form a standard measure of it that could be used across cosmeceutical products to measure brand equity. It attempts to provide an indication of a set of items that can contribute to brand equity.Methods: A survey instrument containing the said brand equity concept was administered to a sample pool of 200 select beauticians and consumers of a leading Indian Cosmeceutical brand identified using stratified random sampling method, from among the universe of the users of the product in Tiruchirappalli district, Tamil Nadu.Results: The results obtained confirm that the dimensions, viz., brand awareness, perceived quality, brand loyalty, brand association, and brand image were found to significantly contribute to brand equity in cosmeceutical products. The regression confirms that perceived quality and brand associations are not causal drivers but are only indirect drivers of brand equity. Further, the dimension perceived quality was very strongly related with both brand loyalty and brand image, and brand loyalty was very strongly related with brand association among the beauticians segment of the sample. In the case of the brand equity dimensions among consumers, the brand association was very strongly related with brand awareness, perceived quality, and perceived quality was very strongly associated with the brand image.Conclusion: The outcomes of the study confirm that cognitive components of perceived quality and brand association were less contributing to brand equity and the affective component of brand loyalty had stronger underpinning on brand equity construction and hence play an important role in brand management. The brand equity structure gives a very good clarification of brand equity drivers and also their relationships, to formulate a cause and effect model. The model can form a basis for more action-based tactical and operational marketing strategies.

Drawing breath

The Lancet Respiratory Medicine is excited to announce that visual artist Jayne Wilton will be creating a series of unique cover images for the journal throughout 2016.Wilton's work focuses on breathing; using a wide and innovative range of materials, she aims to capture the breath, making the invisible visible. Her interest in respiration was piqued in 2004 when she worked alongside patients in the Hospice of St Francis in Hertfordshire, UK, many of whom suffered from breathlessness. Working in the hospice as an art practitioner, she ran workshops that involved recording, with a range of media, the patients' breath moving the flame of a candle. “I was astounded and moved by the generosity of patients to donate their precious and finite breath”, she says. “I felt a real responsibility to create something suitably celebratory of each patient's breath—a poignant record of a moment in time.”But her experience of respiratory medicine goes further back than that, to her role in brand management for a pharmaceutical company where she worked on asthma management products. The commitment of respiratory physicians, family doctors, asthma nurses, and respiratory health organisations to improve the lives of asthma patients inspired her, years later, to investigate breathing and breathlessness in her art.Wilton currently collaborates on the Life of Breath project, which is funded by the Wellcome Trust and led by Durham University, UK, and Bristol University, UK. This medical humanities project aims to examine breath, breathing and breathlessness from philosophical, historical, cultural, and anthropological perspectives and to combine these with clinical understanding, with the aim of improving awareness and management of breathing problems. Jayne's work aims to provide a common visual language through which the multidisciplinary team can connect.The breath is a never-ending source of fascination for Wilton, for a range of reasons. “Perhaps it's the elusiveness and mercurial qualities of the breath that intrigue me—breath lies literally at the centre of existence allowing communication, movement, and thought”, she says. “Perhaps it's the invisibility of this animating force which makes it so enigmatic, but also I think it's the ability of the breath to communicate experiences, whether through voice or universal breathing signals such as the sigh, that makes me long to pin down and record these exquisite gestures, moments in time demonstrating coexisting resilience and fragility.” The Lancet Respiratory Medicine is excited to announce that visual artist Jayne Wilton will be creating a series of unique cover images for the journal throughout 2016. Wilton's work focuses on breathing; using a wide and innovative range of materials, she aims to capture the breath, making the invisible visible. Her interest in respiration was piqued in 2004 when she worked alongside patients in the Hospice of St Francis in Hertfordshire, UK, many of whom suffered from breathlessness. Working in the hospice as an art practitioner, she ran workshops that involved recording, with a range of media, the patients' breath moving the flame of a candle. “I was astounded and moved by the generosity of patients to donate their precious and finite breath”, she says. “I felt a real responsibility to create something suitably celebratory of each patient's breath—a poignant record of a moment in time.” But her experience of respiratory medicine goes further back than that, to her role in brand management for a pharmaceutical company where she worked on asthma management products. The commitment of respiratory physicians, family doctors, asthma nurses, and respiratory health organisations to improve the lives of asthma patients inspired her, years later, to investigate breathing and breathlessness in her art. Wilton currently collaborates on the Life of Breath project, which is funded by the Wellcome Trust and led by Durham University, UK, and Bristol University, UK. This medical humanities project aims to examine breath, breathing and breathlessness from philosophical, historical, cultural, and anthropological perspectives and to combine these with clinical understanding, with the aim of improving awareness and management of breathing problems. Jayne's work aims to provide a common visual language through which the multidisciplinary team can connect. The breath is a never-ending source of fascination for Wilton, for a range of reasons. “Perhaps it's the elusiveness and mercurial qualities of the breath that intrigue me—breath lies literally at the centre of existence allowing communication, movement, and thought”, she says. “Perhaps it's the invisibility of this animating force which makes it so enigmatic, but also I think it's the ability of the breath to communicate experiences, whether through voice or universal breathing signals such as the sigh, that makes me long to pin down and record these exquisite gestures, moments in time demonstrating coexisting resilience and fragility.”

Employer Branding and Reputation From A Strategic Human Resource Management Perspective

Although reputation management literature has been dominated by marketing and communications-led perspectives, there is anagreementthat corporate reputation and good governance are often built from the internal towards external stakeholders. Lately, balancing the usage of social media as opposed to conventional media has demanded both human resources managementand public relations to become more strategic in addressing the role of brand communication via social media to gain competitiveness and business value. The purpose of the present study is to investigate the role of brand management for engaging employees, while building the reputation of the company. Most research on reputation management and branding focus either on social expectations and trust of external stakeholders and emphasis on internal stakeholders, particularly employees, is quite recent. “Employer branding” has been the application of branding principles for competitive advantage in strategic human resource management. Internal marketing of employer brands need to support external marketing so that organizational reputation is persistent. Employee commitment here refers to the degree to which an employee has positive associations and perceptions towards the organization, its brand values, brand personality and reputation. The researcherhas drawn upon prior research to develop anintegrated model that aims at linking strategic human resources management (SHRM), branding and corporate reputation. By using structured interviews of managers from various companies in different sectors, comparing and contrasting challenges and implications may pave the way for an integrated understanding of employees as the ultimate brand ambassadors/ advocates.

Investigating the Effects of Brand Identity on Customer Loyalty from Social Identity Perspective

A key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. Researchers have recognized that brand identity plays a key role in brand management. The purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust. To test the study hypotheses, a questionnaire was distributed among cellular-phone customers in Iran’s northeastern city of Mashhad. The collected data were subject to correlational analysis and path analysis modeling. The results revealed that both brand identity and brand identification have indirect effect on brand loyalty through perceived value, trust, and satisfaction. Thus, it is concluded that social identity perspective, when used in conjunction with other existing perspectives, may be useful in predicting the brand loyalty mechanisms.

Architecture Firms and the Role of Brand Management

The core business of architects is design. Design supports brand strategy in most other types of firms. Where design is the core business, brand follows design. The brand originates from design quality and the service reputation of the firm. Brand and marketing are underdeveloped areas in architecture firms, and brand is underdeveloped in theory and practice. The dimensions of brand management are examined conceptually and through five architecture firms that have developed vertically integrated service strategies, design–construction–development, to realize high-quality design in the end-product. Design solicits an emotional response from clients, creating a sense of self. Thus, brand identification and management are instigated, reinforced through implicit relationship marketing, despite explicit professional disdain for marketing being prevalent, especially for strong ideas and strong ambition firms. Key account management functions are found to play an integrating role. A primary conclusion is that design firms would benefit from brand development through the explicit relationship marketing generally and key account management roles in particular to further enhance brand management and design through relationship marketing.

Role of Brand Management of the Luxury Fashion Brand in the Global Economic Crisis: A Case Study of Aeffe Group

Abstract In the last two decades, the luxury fashion industry has generated much interest and discussions among academicians and managers since it has became a consolidated economic sector in the late 1990s (Truong, McColl & Kitchen, 2009). Despite the significance of luxury fashion sector both in terms of market value and rate of growth, there are few empirical studies concerning luxury brand management (Kapferer, 2008; Okonkwo, 2007) mainly focused on specific topics such as: brand protection (Clarke & Owens, 2000; Elsemore, 2000), brand extension (Dias & Ryab, 2002; Sjodin, 2008; Stankeviciute & Hoffmann, 2010), counterfeiting (Gistri, Romani, Pace, Gabrielli & Grappi, 2009; Nia & Zaichkowsky, 2000) or luxury brand personality (Fionda & Moore, 2009; Phau & Prendergast, 2000). The same definition of luxury brand is still open for debate in the literature (Atwal & Williams, 2009). From a product perspective, luxury brands can be distinguished from non-luxury brands by product-related associations. Theref...

Exploring the role of employees in the delivery of the brand: a case study approach

PurposeEmployees are now viewed as playing a crucial role in brand management as they facilitate the interface between the organization and the market. This study, therefore, seeks to examine the role of employees in the delivery of the brand and, in doing so, further one's understanding of an area that, to date, has received little empirical attention from an operational management perspective.Design/methodology/approachThis study demonstrated the use of a qualitative methodological approach to inductively and holistically understand the operational management perspective in a context‐specific situation. A case study approach was adopted and data were gathered via semi‐structured interviews with managers of a customer‐focused organization.FindingsSeveral themes were identified from the interviews, namely, control, foundation, internal marketing (IM), management role, direction, employee satisfaction, enhancers and element of control. As such, these themes provide the foundation for the discussion and implications of this study.Research limitations/implicationsWith respect to employing a case study methodology, the inherent limitations that are generally associated with this method include insufficient precision (i.e. quantifiable), objectivity and rigor. As such, the development of a case study database and the formalisation of the interview process increased the likelihood of trustworthiness and credibility in the results.Practical implicationsThe themes identified in both the extant literature and this study, for example, IM, evidence the need for methods, in addition to systems and procedures, to be employed so as to ensure that employees are successful in delivering a service that is consistent with the organization's communicated brand values. Further to this, employees, being aware of the organization's brand and how to deliver the brand promise, are believed to create direction and influence employee behaviour. In doing so, employee role ambiguity and conflict are decreased.Originality/valueThe value of this paper lies in the presentation of empirical evidence and evaluation of employees' roles in delivering the brand promise. Moreover, the emergence of global brands across all industries ensures that the insights of this study, afforded by the application of a qualitative methodology, have relevance both internationally and across industries.