Brand Research Articles

Real-World Efficacy of COVID-19 Pre-Exposure Prophylaxis with Tixagevimab/Cilgavimab in People with Multiple Sclerosis.

Vaccines against the SARS-CoV-2 virus were authorized for use by the Food and Drug Administration (FDA) in the United States and have proven effective for the prevention of morbidity and death from COVID-19. Certain immunosuppressant medications prevent the development of protective immunity following COVID-19 vaccination. In December 2021, the FDA issued an emergency use authorization (EUA) for a monoclonal-antibody combination of tixagevimab and cilgavimab, under the brand name Evusheld, for pre-exposure prophylaxis (PrEP) against COVID-19 for individuals with moderate-to-severe immune compromise. While a 77% reduction in symptomatic COVID-19 was observed in the PROVENT study, the trial was conducted prior to emergence of the B.1.1.529 Omicron variant. We suspected reduced efficacy of PrEP against Omicron subvariants. We conducted a retrospective cohort study comparing the prevalence of symptomatic COVID-19 infections between 1 January 2022 and 1 July 2022 in eligible patients treated with PrEP versus untreated using a questionnaire administered with the REDCap survey tool. Responses from 235 participants were included in the final analysis, with 176 untreated respondents and 59 in the PrEP cohort. Symptomatic COVID-19 infections were reported in 50 (28.4%) untreated participants and only 9 (15.3%) of those who received PrEP (p = 0.0557; OR 0.4536; 95% CI 0.2046 to 0.9599). Only two participants were hospitalized for COVID-19 infection, both in the untreated cohort. The reduction in COVID-19 infections did not achieve statistical significance, indicating diminished efficacy against Omicron variants.

The Explanatory Power Study of Brand Name Translation from the Perspective of Translation Aesthetics

Brand name translation is an important link for an enterprise to expand its overseas market. This paper, from the perspective of translation aesthetics, illustrates the explanatory power of translation aesthetics on brand name translation through the beauty of sound, meaning and form.

Harmony of Local Wisdom: Building the Image of Madrasah to Increase Competitiveness

This research aims to analyze the branding image of madrasah based on local wisdom to provide a unique and attractive identity for the community in order to increase the competitiveness of madrasah. The research method used is a qualitative case study type approach. Data collection techniques are carried out through observation, interviews and documentation. Data analysis was carried out using the Miles and Huberman data analysis model, which includes stages of data reduction, data display, and conclusion. The research results show that implementing Local Wisdom-Based Branding Image is carried out through several stages, including Identification of Advantages, Needs Analysis, Local Wisdom Program, and Program Evaluation. The implication of Branding images based on Local Wisdom is that madrasah can have a unique identity easily recognized by the public, become a favourite according to environmental characteristics, and improve branding according to their local wisdom.

The Limits of Mimetic Isomorphism: Emerging Market Service Providers Entering Triad Markets

Prior research shows that using mimetic isomorphism to select price/quality product strategies results in superior performance in the United States, the European Union, and Japan for both developed economy and emerging market manufacturers. However, do these results generalize in the case of emerging market service providers? Due to the nature of services, customers cannot gauge service quality prior to consumption, and they must rely on other cues; commonly, consumers rely on the brand name as a proxy. We theorize that for emerging market service providers, choosing a strategy of “distinctiveness” (pursuing a nondominant price/quality strategy) offers a way to differentiate their offering from the mimetic choice, resulting in superior performance. Implications for theory and practice are discussed.

An Automated Electroanalytical Method for the Drug Release Profiling of Liposomal Doxorubicin HCl Formulations

Liposomes have emerged as a drug delivery system for various chemotherapeutics providing enhanced bioavailability and reduced toxicity. In vitro drug release profiling of liposomal formulations is one of the essential tests for the premarket approval and post market quality control. We developed an automated electroanalytical method for drug release profiling of liposomal doxorubicin formulation. In this electroanalytical method, square wave voltammetry mode was selected to determine the released drug, the only redox-active analyte, by measuring the current at the pulsed potential ranges. Therefore, no separation from liposomal encapsulated doxorubicin is needed. This electroanalytical method provided a continuous drug release measurement for 24 h. The drug release increased as the release media pH and temperature increased. At 37 °C, the drug release increased from 7 % to 40 % when the pH increased from 5.5 to 7.4, In addition, at pH 6.5, as the temperature increased from 37 °C to 52 °C, total drug release increased by more than two-fold. Complete drug release (more than 80 %) was obtained at pH 6.5 and 52 °C in less than 3 h. The brand name and the two generic formulations showed similar drug release profile in all experimental conditions. This method is an alternative to traditional methods which require separation steps such as dialysis or solid phase extraction to quantitate released doxorubicin. This method may be further applied in the in vitro release testing of other liposomal formulations containing redox-active drug substances, e.g., liposomes encapsulating daunorubicin.

Trademark Infringement: An Analysis of the Gudang Garam versus Gudang Baru Case and Its Global Implications

This study conducts a qualitative analysis of the trademark dispute between Gudang Garam and Gudang Baru concerning brand names and imagery on products, employing a case study method alongside normative legal and conceptual approaches. The research delves into the judges' legal considerations and the trademark rights arrangement, focusing on Gudang Garam, a renowned brand. The results establish that Gudang Baru violated the 2016 trademark registration provisions (Article 1 Paragraph (1) of Law N 20 and Article 18 Paragraph (3) of Ministerial Regulation No. 67), prompting the Intellectual Property Office to reject all applications. This case underlines the importance of respecting well-established brands and legal implications for trademark registrations, informing future practices in the field.Highlights:
 
 Violation of trademark registration provisions by Gudang Baru.
 Enforcement of the trademark rights of well-known brand Gudang Garam.
 Legal implications influencing future trademark registration practices.
 
 Keywords: Trademark Dispute, Gudang Garam, Gudang Baru, Trademark Registration, Legal Implications.

IMPACT OF CORE COMPETENCIES ON ORGANIZATIONAL PERFORMANCE OF INDUSTRIAL GOODS FIRMS IN NIGERIA

The study examined the impact of core competencies on organizational performance in Nigeria. It empirically investigated whether industrial goods firms in Nigeria enjoy sustained success by focusing on core competencies like their counterparts in developed economies as documented in some prior literature. Specifically, the study determined whether strong brand name, strong sales force, innovation, agility, and strong creative thinking as dimensions of core competencies impact on organizational performance. To address this objective, primary data was collected using structured questionnaire measured on Likert summated rating scale. A sample size of 200 employees drawn from selected industrial goods firms was used for the study. Descriptive statistics, correlation analysis, and multiple regression analysis were used to illuminate the data and test hypotheses. The results revealed that strong brand name, strong sales force, and strong creative thinking positively and significantly impact on organizational performance. Though innovation and agility have positive influence, but were not significant. Against this backdrop, it was recommended that management of industrial goods firms should leverage on core competencies to remain competitive in the global market space.
 Keywords: Agility, Creative thinking, Innovation, Strong brand name, Strong sales force.
 JEL Classification: L25 M10 O14

From easy to known: How fluent brand processing fosters self‐brand connection

AbstractIn most marketplaces, brands face fierce competition. Those that are adopted into consumers' self‐concepts in the form of a strong self‐brand connection reap myriad benefits including more positive evaluations, increased purchase intentions, and greater customer loyalty. This research tests the premise that the processing fluency of two prominent branding elements, brand name and logo, may promote self‐brand connection. A series of three studies indicates that processing fluency, prompted either through repeated exposure to a logo (Study 1) or more easily processed brand names (Studies 2 and 3), is associated with a stronger self‐brand connection. Evidence across the studies supports that the sense of brand familiarity stemming from fluent assessment promotes narrative processes in which the brand is connected to aspects of one's life and that such narrative processing, in turn, leads to the formation of stronger self‐brand connections. Further, such evidence is provided via direct measures of self‐brand connections, investigation of consumers brand narratives, and hemostatic brain response as measured via functional magnetic resonance imaging.

Marketing Communication Analysis of the Consumer Decision Making Process

Consumers often purchase new products associated with preferred brand names. Their favorable attitude toward a brand name is often the result of repeated satisfaction with other products produced by the same company. Sometimes attitudes follow the purchase and consumption of a product. For example, consumers may purchase a branded product without having any prior attitude towards it because it is the only product of its kind available. There are many aspects to consumer behavior. The experience of using products and services, as well as the sense of pleasure derived from owning, collecting, or consuming goods and experiences contribute to consumer satisfaction and overall quality of life. These consumption outcomes or experiences, in turn, influence the consumer's future decision-making process. The importance of ownership and experience, a broader consumer behavior perspective may view consumer choice as the beginning of the consumption process, not just the end of the consumer's decision-making efforts.

Pharmacy and neighborhood-level variation in cash price of diabetes medications in the United States

Background Diabetes medications place significant financial burden on patients but less is known about factors affecting cost variation. Objective To examine pharmacy and neighborhood factors associated with cost variation for diabetes drugs in the US. Research design, subjects and measures We used all-payer US pharmacy data from 45,874 chain and independent pharmacies reflecting 7,073,909 deidentified claims. We divided diabetes drugs into insulins, non-insulin generic medications, and brand name medications. Generalized linear models, stratified by pharmacy type, identified pharmacy and neighborhood factors associated with higher or lower cash price-per-unit (PPU) for each set of drugs. Results Cash PPU was highest for brand name therapies ($149.4±203.2), followed by insulins ($42.4±25.0), and generic therapies ($1.3±4.4). Pharmacy-level price variation was greater for non-insulin generic therapies than insulins or brand name therapies. Chain pharmacies had both lower prices and lesser variation compared with independent pharmacies. Conclusions Cash prices for diabetes medications in the US can vary considerably and that the greatest degree of price variation occurs in non-insulin generic therapies.

Consumers Awareness of Nutritional Information in Food Labels in Benghazi/Libya

A nutritional label is a list of nutrient level of a product displayed on the food label. The current paper aims to study consumers' awareness of nutritional information in food labels in Benghazi, Libya. Study included four hundred participants; data were collected by questionnaires. Data were analysed by using descriptive statistics. Chi-Square test used to examine the significant differences in the sample. Findings showed that, most participants were aware that pre-packaged foods must carried nutritional label, while more than half of them had low awareness level of nutrition label information. Fat and total energy were the most sought for nutrient information among participants who used nutrition label. The use of “no preservatives” phrase for measuring consumer awareness level of nutritional label was the only parameter that give high consumer awareness level of nutritional label in comparison with other parameters such as brand name of products and the components of nutrition label. Statistically significant association were observed between nutrition label awareness and age, gender, job, marital status and education level of participants.

Snyre for your nasal congestion: Using phonesthemes to imbue non‐word brand names with meaning

AbstractA brand name is a fundamental component of a brand's identity. This research introduces a novel linguistic tool for brand name creation: phonesthemes—sound and spelling letter clusters that are associated with one dominant meaning. For instance, sn, one of over 140 phonesthemes in English, consistently appears in words related to the nose or breathing (sneeze, sniff, snort). Six experiments reveal positive effects of phonesthemic non‐word brand names (e.g., Glif; gl‐; e.g., glow, glimmer; meaning “light”) on consumer preference, attitude, purchase intent, and choice when the dominant meaning activated by the phonestheme is semantically congruent with the product category or product attribute (e.g., luminant car wax), due to enhanced processing fluency. Phonological (sound) and orthographic (spelling) priming are eliminated as alternative explanations for the phenomenon. This research advances psycholinguistic research in marketing and the emerging area of brand linguistics by broadening the focus beyond brand name phonology.

The Language and Thainess of Thai Food Products on an E-Commerce Platform

The term ‘food products from Thailand’ was searched on the biggest e-commerce platform, Amazon. 140 Thai food products from Thailand were presented and fell into four categories: rice products (2), canned and instant food (19), snacks and candies (35), and food ingredients and seasonings (84); and 29 Thai food products from other countries were also found in three categories: rice products (6), canned and instant food (6), and food ingredients and seasonings (17). Thai brand names were the most found (53.52%) followed by English brand names (29.58%). In terms of language patterns, English dominance showed in the use of Thai-English (50.01%) together with the use of English only (23.26%) and English-Chinese (1.16%). Thainess was mostly presented with pictures of Thai food dish along with fresh vegetables, herbs, and spices (86.73%). Notably, certain food products with clear and transparent plastic packaging were presented without any pictures, but the products themselves. Although rice is one of the major food exports from Thailand, only 2 brand names of rice products from Thailand were found compared to 6 brands of rice products from other countries. Notably, a name of Thai place was found in a food product exported from other country.

OP27 Impact Of Generic Entry Of Pharmaceuticals On Drug Prices In Australia

IntroductionPolicy makers are keen to introduce cost containment measures in medicine spending due to aging populations and fiscal pressure. A major price reform was applied to the Australian Pharmaceutical Benefits Scheme (PBS) in 2014. This aimed to stimulate price reductions by increasing competition among generics, amidst growing evidence at the time of unnecessarily high generic medicine prices in Australia. The aim of this study was to estimate the effect of patent expiration and generic competition on drug prices, while controlling for other determinants of drug prices in Australia.MethodsA dataset from publicly available sources was constructed using monthly data on the price of drugs listed on the PBS from October 2014 to July 2022. The information included the generic drug name, item code, date, approved ex-manufacturer price, dispensed price per maximum quantity, and brand names. This was supplemented with monthly government spending and number of prescriptions filled per item code. A fixed effects regression model was used to estimate the effect of patent expiration and generic competition on dispensed drug prices.ResultsThe model estimated that introducing generics in Australia led to an 18 percent decrease in prices, excluding further decreases resulting from other controlled variables. The price elasticity of total prescriptions filled was estimated to be -0.6, suggesting that a one percent increase in prescriptions filled resulted in drug prices being lowered by 0.6 percent. This reflects the fact that, on average, firms reacted by reducing prices to increase market share when faced with an increase in quantity demanded. Each extra competitor was estimated to result in a reduction in prices of roughly 1.8 percent.ConclusionsThese results show that entry of generics into the Australian pharmaceutical market resulted in a significant reduction in drug prices. However, this alone does not provide empirical support for the effectiveness of these price reforms in generating savings by inducing generic competition, especially over other forms of pharmaceutical regulation.

An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

Fashion brands establish and leverage their brands to gain market share and client loyalty. Co-branding alliances are marketing techniques that employ various brand names on a single good or service, which suggests a strategic partnership between various businesses. This study’s goal is to discover what elements influence Chinese millennial customers to buy co-branding. In terms of methodology, an interpretivist philosophy and an inductive methodology were applied. The majority of the data was gathered qualitatively, and content analysis was employed as a method for analysis. To collect empirical primary data, structured video interviews were conducted via WeChat, and open-ended questions were asked. According to the findings, the design of the product and social media recommendations are the most important factors influencing Chinese millennial consumers to purchase luxury co-branded products.

Research on the Marketing Strategies of Luxury Bag Brands in the Chinese Market

In recent years Chinas luxury industry has been developing rapidly, and the market for luxury bag consumption is gradually maturing. The marketing strategy of luxury brands in the Chinese market is relevant to the development status and prospects of the brand and the industry. This paper provides an overview of the current situation of the Chinese luxury market. It analyses luxury brands marketing strategies in the bag category from four perspectives: product strategy, pricing strategy, promotional strategy, and placing strategy. The study identifies brand marketing problems within the Chinese market, including unregulated marketing practices, failed localisation, and ineffective consumer targeting. Based on these issues, the paper provides suggestions for luxury bag brands to strengthen internal management and localisation, as well as to increase the use of technology in order to keep up with the times and meet the diverse needs of consumers. Analysing the marketing strategies of luxury bag brands in the Chinese market can provide a reference for the industry and promote its development.

Qualitative study on private school branding in Indonesia: Identifying barriers and strategies for school branding

This research focuses on understanding how private schools in Indonesia use branding to stay relevant and competitive. It explores the difficulties these schools face in branding and suggests potential solutions. The study employed a systematic review of literature, examining journal articles on school branding from 2016 to 2022. These articles, 20 in total, were found in the Google Scholar database in 2022. The research utilized Nvivo software to analyze the data and draw conclusions. Findings reveal two main types of challenges in school branding: internal and external. Internal challenges include insufficient quality of school staff and the lack of a clear brand identity and personality for the school. External challenges involve government policies, limited public understanding of private schools, and the public's perception of these schools. The study suggests four branding strategies for private schools: developing a brand identity and personality, positioning the brand effectively, and effective brand communication.

What's in a name? That we call fair by any other name will it sell as well?

Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word ‘fair.’ This was in response to the Black Lives Movement that erupted in the United States in May 2020. However, the movement against fairness is somewhat muted in India and is mostly occurring amongst urban, highly educated, younger cohort who are unlikely to be the users of the product anyway. The significant consumer base yearns for fairness and is willing to spend money on products which help them achieve the same. In such a scenario, how should Emami respond to competitor actions and consumer-activist pressure? The case provides an opportunity to discuss the significance of the brand name, role of advertising and gender stereotypes.

Intercultural Communication Strategies of P&G in China

The communication strategy has become a key method for multinational companies to get access to the Chinese market. This paper studies the communication strategies of P&G, a giant in the daily chemical industry. They include brand naming, product packaging, advertising, TV programs, websites, social media, e-commerce platform, network video and corporate culture. Some suggestions for brand communication and brand building of Chinese enterprises are put forward.

Study on Brand Management of Fashion Brands

Amidst the backdrop of swift economic progression and surging consumption rates, the global goods market is witnessing heightened brand competition. This evolving scenario has rendered domestic fashion brands particularly susceptible to various external adversities. Prominent among these challenges are misconceptions in brand management characterized by inadequate market positioning, diminished market share, nascent brand imagery, evolving marketing channels, and stagnation in social marketing innovation. To traverse this intricate environment, businesses must champion a forward-leaning stance, assimilate insights from seasoned brand management practices, and perpetually refine their branding techniques. This deliberate nurturing aims to bolster and expand their brand equity. In light of these observations, this paper articulates multiple strategies to amplify brand management, encompassing the amplification of consumer desires, recalibration of fashion marketing paradigms, in-depth consumer behavior insights, nuanced focus on marketing touchpoints, adoption of holistic multimedia marketing avenues, and harnessing the potential of fashion communication ecosystems. This synthesis is envisioned to serve as a compass for marketing aficionados, equipping enterprises to carve a distinctive niche in a saturated market, thereby charting a trajectory for resilient growth.