Strong Brand Image Research Articles

A Study on the Influence of Visual Merchandising and Brand Recognition on Perceived Risk, Brand Image and Brand Loyalty

It has been important for retailers to create and maintain strong brand image and brand loyalty in highly competitive markets. The purpose of the study is to investigate the effect of VMD(Visual Merchandising) image and brand recognition on consumers' perceived risk, brand image and brand loyalty. A 2(VMD image: positive vs. negative) 2(brand recognition: high vs. low) between-subjects factorial design experiment was conducted. College students(n=308) participated in the experiment. The results of this study revealed: (1) Positive VMD image reduced perceived risk and increased positive brand image and brand loyalty compared to low VMD image; (2) High brand recognition had a negative impact on perceived risk and positive effects on brand image and brand loyalty; (3) The less risk and the more positive brand image were perceived, the higher brand loyalty were generated. The study provided theoretical and practical implications and future research regarding VMD, brand recognition, and brand loyalty.

Playing outside the box – on LEGO toys and the changing world of construction play

This article deals with three major instances in the history of the LEGO Company. First, it investigates the transference from wood to plastics as the main material used in creating LEGO toys, and also the innovations in plastic molding machines that influenced the interlocking mechanism of the LEGO bricks. Second, this article deals with a rather unfortunate episode from the LEGO history, namely, the period between the late 1990s and the early twenty‐first century when the LEGO Company felt the need to extend its brand image through diversifying its product range. Unfortunately, this led to a confusing, rather than a strong brand image and resulted in heavy financial losses in 2003 and 2004. Third, this article looks into recent attempts by the LEGO Company to bring the fans into the company in order to revive the LEGO brand and its products. This part focuses on Mindstorms 2.0 and Mindstorms NXT, especially, in order to illustrate the increase in user involvement in LEGO product development.

Whether or Not to Disinvest: The Case of Gujarat State Fertilizers & Chemicals Limited

India became independent in 1947. Its central planning model emphasized the development of core sectors of Indian economy through Public Sector Undertakings (PSUs). PSUs played an active role in economic development for more than four decades. The process of liberalization and globalization began in 1991. The Central and State Governments initiated process of disinvestment and decontrol in various PSUs. Gujarat State Fertilizers & Chemicals Limited (GSFC) was one of such PSUs. It was promoted in 1962 by the State Government of Gujarat (GoG) with its 49% equity share, as a joint sector fertilizer company. The objective of the Government was to promote agricultural growth by providing chemical fertilizers and other inputs along with extension services to the farmers. Over the years, it diversified into industrial products. It was also instrumental in promotion of other PSUs in Gujarat through equity participation. It had a strong brand image among the farmers. In 2004, GoG appointed an Expert Committee (EC) to review the performance and sustainability of various PSUs in the State of Gujarat including GSFC and to recommend whether or not the Government should continue to hold its investment in them. The task of EC in providing recommendations on GSFC was very challenging because GSFC incurred losses for the first time during 2000–1 to 2002–3 since its inception but showed dramatic turnaround in 2003–4 and further improved its financial performance in 2004–5 and 2005–6. EC had to reassess the developmental role of GSFC and the need for GoG to continue its involvement. It had to assess the sustainability of improved financial performance in future and decide whether or not GoG should disinvest its stake.

The demise of independent wine production in France: a marketing challenge?

PurposeIndependent French wine producers are faced with excessive costs and a declining image of quality compared with their New World competitors. A confusing offer and weak brand identities also make their often poorly marketed products less attractive at the point of sale. As production continues to surge, plummeting prices have left many of these producers economically unviable. Is it possible for these small independent producers to survive in an ever more competitive global market? This paper attempts to answer this question, by studying the challenges confronting this group, as well as their advantages, both in their home and on a global market.Design/methodology/approachLiterature in French and English was reviewed in highlighting key issues impinging the industry. A small survey was conducted to ascertain the drinking habits of young adults market in France. Also SWOT, PESTLE, and Porter’s Five Forces were used in presenting a more strructured approach in discussing the nature of and challenges facing this industry.FindingsIt is evident that a lot of work needs to be done for French wines to regain their global competitiveness, and even more so for small producers who do not benefit from the massive promotional budgets of their larger competitors. However, by ensuring a superior level of quality, higher production costs can be justified, while still being carefully managed to ensure that all additional costs incurred add value to the end product. This quality needs to be guaranteed by a stronger and clearer AOC system that is regularly evaluated to maintain its credibility, and reinforced by a strong individual brand image, in order to gain consumer confidence. A cultural change is also necessary, away from defence and towards a more proactive approach. The innovation for which French winemakers were once famous must be reclaimed.Research limitations/implicationsIt would be interesting to further study the cultural metamorphosis that has taken place amongst French winemakers over the course of the last century. The comparative bargaining power of small producers against large supermarket chains is also a topic that could be further explored. Given that it will not be possible for all producers to become a key reference and guarantee shelf space amongst their highly marketed competitors, greater research into more innovative ways of getting products to market would be extremely useful.Practical implicationsForeign markets should be highly studied and understood before entry. Integrating products into local culture is often more successful than imposing the product as part of the culture of the producing country. Most importantly, however, producers should be prepared to adapt to a changing market and to invest in order to secure future capital inflows. The rise of new global players, such as China, will only intensify competition, and today’s less sophisticated consumers are more likely to be swayed by low prices and strong brands than by an overpriced and poorly positioned product from “Old Europe”.Originality/valueA fairly thorough account of the current state of affairs of the wine industry in France has been presented and both the French literature and relevant web sites in French have been reviewed in highlighting and evaluating issues impinging the wine industry.

Willingness to Provide Personal Information Online: The Role of Perceived Privacy Risk, Privacy Statements and Brand Strength

ABSTRACT Perceived privacy risk is one reason that consumers do not always provide crucial personal information to firms online. This research reports on an experimental investigation into the role of two important factors–privacy statements and brand strength–likely to affect perceived privacy risk and willingness to provide personal information. Using realistic webpages as stimuli, we find that privacy statements do little to ease consumer concerns about the disposal and use of personal information whereas longer term measures strategic options such as developing a stronger brand image have a strong affect, even to the extent that consumers become willing to provide their personal information to websites with a strong brand name yet unwilling to share their personal information with websites with a weak brand name.

“Corporate Social Responsibility” (CSR) Antara Publisitas, Citra, dan Etika dalam Profesi Public Relations

The field of PR activities are commonly focused on efforts to build strong brand image, product positioning, advertising, promotion and publicity. In the world of high competition, this strategy is not enough. Many multinational corporate nowadays choose Corporate Social Responsibility (CSR) as new strategy to build positive image and gaining good reputation. The existence of CSR program indicate corporate sense of social responsibility toward public interests. In practice, a tension between corporate need to build image and its consistencies toward moral integrity and social commitment was often found. Corporate often use its CSR program as a momentum of publicity instead of showing a real and genuine interest in community development. Therefore, an understanding to PR values and ethics was needed to plan and implement CSR program.

Country of Origin, Quality, Brand and Consumer Ethnocentrism

The impact of consumer ethnocentrism, brand, quality and country of origin were investigated in a multi cue experimental context. The experimental design was 4×2×2×2 between subject factorial with four levels of country of origin (a domestic nation, a well known high quality producer nation, a known poor producer nation and an unknown country) two levels of brand (a well-known national brand and an unknown brand), two levels of quality (high and low) within two experimental groups (ethnocentric patriots and foreigners). There were therefore 32 cells with twenty persons per cell leading to the full sample of 640. While there was a strong significant main effect for quality the evidence for the other effects was not so strong, in particular there was no evidence of a main effect for country of origin. Rather, the country cue was most effective when presented in conjunction with a strong national brand image and highly patriotic respondents.

Customer Confusion: The Mobile Phone Market

The consumer confusion phenomenon is associated with highly turbulent industries, which are characterised by rapid, technological change and evolving competition. These factors impede consumers' understanding of such markets and consequently effect their decision making process. This research focuses on the effect of confusion on information search behaviour which is part of the decision making process in the mobile phone market. Understanding search behaviour is of great importance to marketers, especially in designing marketing strategy and tactics. The findings reveal that although consumer confusion exists in the mobile phone market, it does not have a detrimental effect on the market. In addition, the findings also suggest that suppliers should buildup a strong brand image and be aware of the importance of word of mouth sources since both of these are considered to be very significant reference points for consumers. Finally, further reductions in call charges, the maintenance of good quality service and customer care are essential for customer retention.

Image is everything

Nurses have been overlooked as autonomous healthcare providers due to an inaccurate image which projects them as caring and trusted, yet lacking in influence and autonomy. It is important for nurses to understand the image their profession wishes to convey, how the image falls short, and what can be done to improve it.To examine responses of Registered Nurses (n = 286) describing factors influencing nursing's inconsistent brand image.Qualitative data were thematically coded, analyzed, and grouped into eight influencing factors.Factors contributing to nursing's inconsistent image included: variety of education/credentials, image not a priority, lack of leadership development, lack of professionalism, portrayals in the media and online, patients’ personal experiences, treatment by other professional colleagues and gender role assumptions.A strong brand image could dispel outdated and inaccurate views while communicating new visionary leadership which aligns with priorities for the nursing profession.

Charity shops in the UK

Charity retailing has been a successful sector of the retail market since the late 1980s. Charity shops have blossomed on the streets of towns and cities in the UK to become a feature of interest for retail academics and concern for the conventional retailer. They have the potential to serve four purposes in that they offer a social service, enable the recycling of goods, help to raise awareness of the charity and provide a fundraising medium. With increased professionalism in their operations, competition has escalated for customers, goods and volunteers, both with other charities and with established retailers in terms of business rates relief. The increased competition from within and without poses the problem of retail strategy for the future. Suggestions for future development include developing a strong brand image in order to attract and secure customer loyalty, and joint ventures with other retailers and charities. There is no doubt that the charity shop can provide a very successful means of raising funds.

The influence of brand recognition on retail store image

Investigates the relationship between brand characteristics ‐ awareness level and image ‐ and their influence on consumers’ perceptions of retail image. Proposes a model of relationships between the number of recognizable brands carried by a retail establishment, the presence/absence of an anchor brand, and perceptions of retail image. Presents the analysis and results of a study designed to test the model. In addition, develops and tests a measure of retail store image. Indicates that one tactic for ensuring a favorable retail store image is a merchandise mix composed of a relatively high number of brands possessing high brand awareness, and one or more brands with a strong brand image. Offers recommendations for both brand and retail managers.

Small and medium‐sized charities need a strong brand too: Crisis' experience

AbstractThis paper looks at the benefits and constraints for smaller charities of developing a strong brand image and identity. It focuses on Crisis' own example as a medium‐sized charity of defining, creating and building its brand over the past 18 months and seeks to summarise the lessons it learnt. The paper is based on a presentation given by the author at the Henry Stewart Conference Studies' conference ‘Creating a brand image and identity for charities’.

Achieving success in Japanese consumer markets

The prevailing belief is that Japan's markets are protected from the entry of foreign competition by a host of complex barriers. These range from conventional trade barriers such as tariffs and quotas on the import of certain items to more subtle barriers such as the morass of product regulation and the labyrinthian distribution channels. Nonetheless, despite these barriers, a number of foreign firms have been successful in penetrating Japanese markets. The strategies adopted by seventeen successful consumer goods firms are here examined, based on in-depth interviews with their chief executive officers (CEOs) or chief marketing executives in Japan. Although no one formula for success emerged, a number of key factors were identified. These centered around the creation of a strong brand or corporate image, attention to product quality and packaging, and establishment of an effective distribution and service network by fostering strong personal relations and trust with distributors.