Strong Brand Research Articles

THE IMPACT OF EMPLOYER BRANDING ON ORGANIZATIONAL PERFORMANCE: A COMPREHENSIVE ANALYSIS

This article investigates the relationship between employer branding and organisational performance, identifying the underlying mechanisms contributing to enhanced performance. Next, we analyse various aspects of employer branding, including its influence on talent attraction, employee engagement, retention, and overall productivity. Finally, we provide insights on how organisations can strengthen their employer brand to optimise performance.
 In the competitive labour market, employer branding plays a crucial role in an organisation's ability to attract and retain top talent, directly influencing organisational performance. This article examines the relationship between employer branding and organisational performance by exploring its effects on talent attraction, employee engagement, retention, and overall productivity. It also offers insights on strengthening an organisation's employer brand to optimise performance.
 Employer branding, an organisation's reputation as an employer, can provide a competitive advantage by creating a motivated, engaged, and productive workforce. A strong employer brand attracts high-quality candidates, reducing recruitment time and cost and ensuring a diverse and talented candidate pool. Organisational culture, work environment, compensation and benefits, growth opportunities, and corporate social responsibility contribute to developing a strong employer brand. Effective employer brand communication across multiple channels, such as corporate websites, social media, and job advertisements, is essential to attract top talent. Employer branding events and employee advocacy can further strengthen the brand. Assessing the employer brand's strength can help organisations identify areas of improvement and gauge their attractiveness in the job market.
 Employee engagement and satisfaction are closely linked to an organisation's employer brand. Factors such as leadership, job design, recognition and rewards, work environment, and opportunities for growth and development contribute to employee engagement and satisfaction. Assessing employee engagement and satisfaction can provide valuable insights into their perceptions of the organisation and commitment to its goals. Engaged and satisfied employees exhibit higher performance, productivity, and innovation levels, leading to improved organisational outcomes.

Innovative marketing strategies in dentistry: The potential of the doll as a brand image

The creation of 3D-printed corporate mascots is a complex scientific and social process. It requires the use of 3D printing technologies, engineering, and design, while taking into account ethical, legal, and moral considerations. Creating a unique and personalized mascot allows for an emotional connection with patients. Mascots have the potential to have a significant impact on businesses, including dental clinics. In this sense, they help to create a strong and memorable brand identity. This potential represents an opportunity to use corporate mascots as a marketing element, especially on social media as a distinctive element from the competition.

The Effect of Advertising and Brand Image on the Buying Interest of Lion Air Airline Passengers at Tjilik Riwut Airport, Palangka Raya, Central Kalimantan

Having a strong brand image is a must for every company because corporate image is the most valuable asset. A strong brand image can develop a corporate image by carrying the company name. A positive brand image will create a good impression on the minds of passengers in consuming a brand. One impressed form of a brand image is PT. Sea lion. Knowing the partial effect of advertising on the buying interest of Lion Air airline passengers at Tjilik Riwut Palangka Raya Airport. Knowing the effect of brand image partially on the buying interest of Lion Air airline passengers at Tjilik Riwut Palangka Raya Airport. Knowing the influence of advertising and brand image simultaneously on the buying interest of Lion Air airline passengers at Palangka Raya Airport. This research is a quantitative research, data sources used are primary data and secondary data. This research was conducted on 25 February - 10 March 2023 and was carried out at Tjilik Riwut Airport in Palangka Raya, Central Kalimantan. The population in this study were passengers who used Lion Air services through Tjilik Riwut Palangka Raya Airport. The total population in this study is 9,893,130 passengers in 2021. With a research sample of 100 using the simple random sampling technique. Data collection techniques are surveys, literature studies, research instruments. The research instrument test is the validity test and reliability test. Data analysis tests used in this study include: classical assumption test and hypothesis testing, hypothesis testing consists of multiple linear regression tests, T tests, F tests, and tests of the coefficient of determination. Based on the results of the data that has been processed by researchers in this study, it is concluded that H1 is accepted, meaning that there is a significant partial effect between the advertising variable (X1) on purchase intention (Y), H2 being rejected means that there is no influence of brand image variable (X2) on purchase intention ( Y) explains that brand image (X2) has no effect on purchase intention (Y), because if a company or airline only has attractive advertisements (X1) but does not have a good brand image in the eyes of passengers, it will not affect purchase intention (Y). , but if employees are exposed to advertising problems (X1) and brand image (X2) it will only affect purchase intention (Y), the results of the F Test simultaneously the advertising variable (X1) and brand image (X2) do have an influence on buying interest, and advertising and brand image variables have an influence of 0.571 or 57.1% on the buying interest of Lion Air airline passengers

How do teenagers project their identity online, and what role do brands play in the process? A multimethod study on Instagram

Although teenagers’ active social networking and their tendency to develop strong relationships with brands are both recognised in the literature, not much is known about how the content they post on their social media accounts (eg Instagram) relates to their identity and how brands are integrated in their posts. This study is aimed at improving the understanding of teenagers’ identity projection on Instagram and the role brands play in their self-image presentation. Thirty individual interviews, nonparticipant observation and content analysis of 90 photos were conducted. The results reveal self-profile consistency as well as the portrayal of their actual self by teenagers on their online profile. In addition, results indicate that although teenagers tend to develop strong brand relationships, they do not strategically select brands to post on their social networks. This is particularly true for product brands (eg Nike shoes) in contrast to experiential brands (eg music festival), which are more often shared by teenagers with an intent to communicate some aspects of their self-concept. This study contributes to the literature on teenagers and social networks, a topic that has been overlooked in favour of studies involving adults.

The Influence of Hashtag Engagement on Customer Brand Awareness Towards Indonesian Beauty Industry

This study investigates the influence of hashtag engagement on brand awareness in the context of Indonesia's burgeoning skincare and makeup industry, which faces fierce competition among local brands. To stand out and attract customers in the digital era, establishing a strong brand identity and utilizing the right social media tools is vital. The study adopts a quantitative approach, utilizing data from an online survey conducted with 215 Indonesian customers who are daily users of social media and beauty products. The findings demonstrate a positive relationship between hashtag engagement and brand awareness, with certain hashtag characteristics, such as being written in English and including the brand name, proving most effective in enhancing brand visibility. The research contributes valuable insights for marketers seeking to optimize social media strategies and raise brand awareness within the highly competitive beauty industry. However, the study's applicability is limited to the Indonesian beauty brand market, and its reliance on self-reported survey data presents potential constraints on generalizability. Nevertheless, the study adds to the existing literature by shedding light on hashtag engagement's impact on brand awareness for Indonesian beauty brands and identifying specific hashtag attributes that attract customer interest.

Quản trị thương hiệu qua hình ảnh và văn hóa

Brand image is a concept that includes the following elements: Making a visual impression and entering the public’s consciousness. These factors make brands really strong and leave a mark in the hearts of consumers. Therefore, a brand manager must be someone who knows how to create an image for the brand, and at the same time have cultural dialogues in the process of developing awareness of that image. The article will deeply analyze the concepts of visual impression and cultural dialogue, thereby applying economic - cultural - social knowledge to clarify the management journey of strong brands. In addition, the article mentions the relationship between brand identity and cultural factors that make a brand different. These are the factors that help creators shape their thoughts and inspiration when building and designing brands.

Modeling Multi-Generation Product Diffusion in the Context of Dual-Brand Competition and Sustainable Improvement

The diffusion of competition under the coexistence of multi-generation products has become one of the important challenges faced by enterprises in their daily and sustainable operations. At the same time, the competition between different brands has intensified the difficulty and complexity of decision making in the process of multi-generation product operations. Therefore, based on the Norton–Bass model diffusion process, this paper introduces two marketing variables: dynamic price and quality level. Then, this paper builds a multi-generation product diffusion model under dual-brand competition and analyzes the impact of the company’s revenue on launch time to market, pricing, quality, and technical levels. By using the system dynamics (SD) method (from the perspective of strong brand and weak brand enterprises), the competition diffusion model is built and simulated. The simulation indicates the following: (i) When enterprises have the same brand competitiveness, reducing the pricing level cannot obtain more revenue and instead diminishes the overall revenue of the industry. Raising the pricing level can obtain more revenue and also improve the revenue of competitors. (ii) When the competitive strengths of enterprises are different, strong brands tend to maintain stable pricing on the basis of improving the quality level (or slightly raising the price). Weak brands tend to raise the pricing of new products significantly on the basis of improving the quality level. (iii) The launch-time-to-market decision of new products is influenced by the degree of the product quality upgrade. Therefore, the frequency of releasing new products should trade off against the degree of technological upgrading of the product quality. This research provides a theoretical basis and new insights for new product launches and operation decisions of enterprises.

Development of MSME potential through branding and digital marketing

The outbreak of the COVID-19 pandemic has had a major impact, particularly on the economic sector, including Micro, Small and Medium Enterprises (MSMEs). These businesses have a very important role in the economy, especially in the Hargorejo Village area. A strong branding strategy with a focus on quality is essential to increase product reach and competitiveness. This community service aims to improve the community's economy and support the community by actively providing assistance to MSMEs in Hargorejo Village, Kokap District, Kulonprogo Regency, Yogyakarta Special Region. The methods used in this community service include outreach, training, and evaluation for MSME participants. The training curriculum covers topics such as the use of technology in MSME products, branding, packaging, and the use of online markets. After completing the training, MSME participants gain a deeper understanding of the importance of using technology in marketing their products. In addition, real improvements can be seen in the branding and packaging of MSME products. This positive transformation can be seen from the post-training assessment which shows that 64% of MSME participants now understand the importance of integrating IT, branding, packaging, and effective online markets into their business strategy. It is hoped that this increased awareness can provide significant benefits for MSME players, especially by strengthening product marketing efforts and improving the overall welfare of MSME stakeholders.

The Role of Brand Awareness Mediating the Influence of Social Media Marketing on Purchase Intention

Social media marketing can be utilized as a digital marketing channel to establish brand awareness, as a well-known brand provides a sense of security and makes it easier for potential customers to identify a brand. Strong brand awareness has a greater chance of being chosen, and therefore, it has the potential to increase purchase intention. This research attempts to explain the crucial role of brand awareness in mediating the impact of social media marketing on purchase intention among potential consumers of the online travel agent Traveloka. The study was conducted in the Badung Regency, which is the tourism hub of Bali Province. The sample size consisted of 104 respondents, selected using a non-probability sampling technique from the population of potential Traveloka consumers. The survey was distributed online through the Google Form platform. This research follows a quantitative associative approach, employing path analysis and the Sobel test for analysis. The findings of the study reveal that social media marketing has a positive and significant impact on purchase intention; social media marketing has a positive and significant impact on brand awareness; brand awareness has a positive and significant impact on purchase intention; and brand awareness significantly mediates the effect of social media marketing on purchase intention

Importance of news media branding in a contemporary media environment

Digitalization fundamentally brought new ways in how media distribute and audiences consume media content, transforming the existing media environment and bringing new competitors to media organizations. On one side, new platforms and technology companies give media ample opportunities to reach their audiences; on the other, they develop a highly competitive information environment - oversaturated and fragmented where the point of differentiation between media brands could be higher. Furthermore, multi-platform and content on-demand consumption delude and endangers media brand associations, contributing to an environment where audiences care less about media brands and more about the moment of consumption independently from platform, time and media brand. The younger audience, Generation Z, is an even more platform, on-demand and experience-driven audience who prefers social media and global media and cares less about national media brands raising vital questions about whether national news media brands will have an audience in future. Therefore, young audience consumption trends have become significant media industry factors as the sector recognizes this audience as a significant portion of the market today and shortly signalling media consumption trends after coming generations. The research actuality is based on these aspects that challenge national news media brands to attract a younger audience, ensuring news media brand attribution and strong brand equity in a contemporary media environment. Numerous experts believe that competition among news media outlets has intensified dramatically due to the fragmentation of the news media market, compelling media managers to continually search out new methods to differentiate their media brands. In the meantime, realising that news media brand uniqueness is uncommon and developing a continual stream of items with distinctive characteristics is exceedingly challenging. This study focuses on national news media and analyzes how news media attributes and perceived uniqueness impact news media brand equity in a contemporary media environment transformed by digitalization. The study highlights the importance of media brands' distinctiveness and impact on news media brand equity. The authors utilised multiple linear regression analyses and the decision tree method to estimate the most influential news media attributes contributing to news media brand equity. The impact of the perceived uniqueness of news media brands was analyzed along with other news media brand attribute-based associations.

Digital Strategy to Improve Client Acquisition in Mobile Advertising Company: Case Study of Tyrads Pte Ltd

This qualitative research study examines Tyrads, a mobile growth agency, and proposes a digital strategy to help the company gain a competitive advantage as a user acquisition solution. Through in-depth interviews with key stakeholders and analysis of Tyrads’ operations, the research provides insights and recommendations for Tyrads and other stakeholders in the mobile growth agency industry. In today’s digital landscape, mobile devices have become indispensable, enabling individuals to engage in various economic and societal activities. However, the increasing reliance on mobile devices has created a greater demand for effective user acquisition solutions. Tyrads, under the leadership of Zino Rost Van Tonningen, aims to address this demand as a mobile growth agency. Nonetheless, Tyrads faces the challenge of attracting clients and differentiating itself from established ad agencies and emerging ad tech companies. To overcome these challenges and gain a competitive edge, this research proposes a comprehensive digital strategy for Tyrads. The analysis yields key strategies recommended for implementation: Firstly, Tyrads should leverage digitized solutions and an operational backbone to streamline processes and enhance efficiency. Tyrads can optimize its operations and effectively manage client campaigns by embracing technology and digital tools. Secondly, forming strategic partnerships with non-gaming platforms is crucial for Tyrads’ expansion. These partnerships would grant access to diverse inventories and allow Tyrads to broaden its service offerings to finance, e-commerce, and travel clients. Addressing regulatory challenges, such as sandbox regulations and diminishing cookie tracking, is essential. Tyrads needs to manage first-party data and diversify its marketing strategies to adapt to changing regulations and ensure compliance. Furthermore, Tyrads should utilize its own-operated inventory, Tyr Rewards, and first-party data to develop targeted advertising products and solutions for non-gaming industries. This approach enables Tyrads to deliver personalized and effective campaigns to its clients. To enhance brand presence and attract new clients, Tyrads should invest in marketing outreach, events, and sponsorships. Proactive engagement with potential clients and establishing a strong brand presence will expand Tyrads’ reach in untapped markets. Additionally, continuous investment in AI and technology advancements is paramount. By staying at the forefront of technological innovation, Tyrads can maintain a competitive edge and adapt to evolving industry trends. Based on the analysis, the research proposes these strategies to Tyrads as recommendations. The insights and recommendations provided are intended to guide Tyrads in optimizing its digital strategies and provide valuable input to other stakeholders in the mobile growth agency industry. This research contributes to the knowledge base of mobile growth agencies by proposing actionable insights for Tyrads and other stakeholders seeking to gain a competitive advantage as user acquisition solutions. By tailoring the strategies to Tyrads’ specific context, the recommendations aim to assist the company in refining its digital approach, adapting to market dynamics, and thriving in the ever-evolving landscape of user acquisition solutions. This research also sets the groundwork for future research, opening avenues to explore digital strategies in the mobile marketing industry.

Impact of store brand competition on retailer's strategic inventory in decentralized supply chains

AbstractRetailers often sell their own store brands that compete with the national brands. Store brand competition induces the supplier to quote lower wholesale prices for national brands. In multi‐period selling environments, retailers may complement this wholesale price reduction by carrying strategic inventories. Hence, store brand carrying retailers face the following dilemma. On the one hand, strong store brand competition might be sufficient to lower the national brand's wholesale price substantially. In this case, the retailer need not carry any strategic inventory. On the other hand, the wholesale price reduction induced solely by store brand competition might not be substantial. In this case, the retailer might want to carry either national brand or store brand strategic inventory to complement the wholesale price reduction. We address the above dilemma by investigating the effect of store brand competition on the strategic inventory decision using a two‐period game‐theoretic framework. We enhance the current understanding of the retailer's strategic inventory by incorporating the impact of store brand competition. Our analysis reveals that it is never optimal for the retailer to carry store brand as strategic inventory even when the store brand and the national brand are close substitutes. We also find that a store brand selling retailer may become worse off when being endowed with the option of carrying strategic inventory. However, when the holding cost is sufficiently low, we show that the strategic inventory and store brand competition complement each other and benefit the retailer.

Perception on Brand Positioning of Three Star Hotels in Kuala Terengganu, Terengganu

The purpose of brand positioning is to change the perception of prospective customers compared to other brands in the same product category. Many business organisations try to steer the customer's mind on the target brand and its advantage in the market. To determine whether the positioning of a certain brand is a success or not, a company should observe whether its brand is salient or not to the customers. Positioning or brand positioning includes choosing a particular product characteristic from the whole set of features associated with the brand. The main aim of this research is to determine the factors influencing the brand positioning of three-star hotels among residents in Kuala Terengganu. The first objective is to examine the relationship between the price and brand positioning of three-star hotels. The second objective is to determine the effect of brand image on the brand positioning of a three-star hotel. The third objective is to define the value of the brand positioning of a three-star hotel. The researcher disseminated 384 sets of questionnaires to 384 respondents in Kuala Terengganu and used SPSS version 20 to analyse the data. By using the data gathered, the researchers can produce frequency analysis, descriptive statistical analysis, Pearson test correlation analysis, regression analysis, hypothesis testing, and also the interpretation of objectives. The finding shows that two independent variables (price and brand image) have a significant relationship with the brand positioning of three stars hotels. Brand image is the vision of hotels in the industry more than what hotels' records show and the price represents the standard of service as perceived by the customers. Positioning is the use of marketing to project differentiation in the hotel and its services to targeted customers. Building and maintaining a strong brand positioning is critical in that it will help create a positive image and create unique perceptions among present and potential customers. A hotel with a positive brand positioning will transform a satisfied customer into loyal guests.

Book review: Kevin Lane Keller and Vanitha Swaminathan (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th edition, Pearson Education Limited, ISBN 978-0-13-489249-8

What are brands? Brands are intangible assets that are invaluable for an organization. Though, creating and bringing up strong brands over a while against immense competition is a hard task and a challenge for managers. Creating and nurturing a huge brand doesn’t happen overnight. Sound plans for the brand are essential in nurturing a strong brand and it consumes a considerable period. Just planning to build strong brands is not sufficient to generate yield on the investment. But powerful strategies are a must to endure strong brands over the huge competition in the digital era. Thus, all-powerful marketing thinking should be directed at strengthening the brand to generate yield on investment. It has been implied that a comprehensive and cohesive system is fundamental to fostering an outstanding brand.

Navigating the tension between city branding and authenticity: a conceptual framework

As cities around the world increasingly embrace branding as a means of promoting economic growth and attracting investment, there has been a growing tension between the desire to create a strong and recognizable city brand and the need to maintain a sense of authenticity and place identity. This paper presents a conceptual framework for understanding this tension and proposes strategies for navigating it in the context of city branding. Drawing on existing literature and case studies of successful and unsuccessful city branding campaigns, the framework highlights the importance of balancing the desire for a strong city brand with the need to preserve a sense of authenticity and place identity. The framework suggests that city branding campaigns should be designed with careful consideration of local history, culture, and values, and should engage a diverse range of stakeholders in the branding process. Ultimately, the paper argues that successful city branding campaigns must strike a delicate balance between the desire for a strong and recognizable brand and the need to maintain a sense of authenticity and place identity.

Pemanfaatan Media Sosial dalam Membangun Brand Image Lembaga Dakwah Kampus Al-Izzah UINSU

This journal aims to analyze the role and impact of using social media in building the brand image of the UINSU Al-Izzah Campus Da'wah Institute. In today's digital era, social media has become an important platform for organizational communication and promotion. UINSU's Al-Izzah Campus Da'wah Institute as an institution engaged in the field of da'wah on campus has the need to build a strong brand image to attract the interest of students and the wider community. This study used a qualitative method by collecting data through literature studies and interviews with members of the UINSU Al-Izzah Campus Da'wah Institute and campus social media managers. In addition to the benefits, this research also identifies some of the challenges faced in using social media to build brand image. These challenges include difficulties in reaching the right audience, obtaining active participation from followers, and maintaining the consistency and integrity of da'wah messages on social media. Therefore, this journal also discusses strategies for UINSU's Al-Izzah Campus Da'wah Institute in utilizing social media effectively, such as compiling relevant content, optimizing the use of hashtags, and holding interactive programs that involve followers. 
 Keywords: Social Media, Brand Image, Building campus reputation, Al-Izzah campus da'wah institute, Uinsu.

The effect of green marketing on purchase decisions in ecaps

This study aims to examine the influence of green marketing on purchasing decisions at Ecaps. The research sample consists of 100 randomly selected Ecaps customers. The data used in this study includes both primary and secondary data, with the primary data collected through a validated and reliable questionnaire. The data analysis methods include simple regression, F-test, T-test, determination coefficient (R2), and correlation coefficient. The findings of this study indicate that the green product dimension does not have a significant positive impact on purchasing decisions at Ecaps. However, the green advertising and green brand dimensions have a significant favorable influence on purchasing decisions at Ecaps. The determination coefficient (R2) indicates that the variables in the research model explain approximately 44,1% of the variation in purchasing decisions. At the same time, the remaining variation is influenced by other unexplored factors. The data analysis was conducted using SPSS version 29 software. The main finding of this research highlights the importance of green marketing in influencing purchasing decisions at Ecaps. This study provides valuable insights for Ecaps in developing marketing strategies focusing on environmental aspects to enhance consumer purchasing decisions. As recommendations, the company must prioritize the development of environmentally friendly and sustainable products to create added value for consumers. Additionally, implementing advertising strategies aligned with sustainability values and building a strong brand image as an environmentally conscious company is essential. The company may also consider developing environmental-focused corporate social responsibility programs and promoting them to enhance purchasing decisions.

Social Entrepreneurship Development Strategy

This study aimed to analyze the strategy of developing social entrepreneurship with the Social Impact Canvas method on Sahawood. This study used a qualitative method with a case study approach. Data collection method was done by using observation and interviews with four informants who were directly involved in the Sahawood business process. The Social Impact Canvas provides an overview of business development strategies contained in the components of anchor purpose; value prepositions; stakeholders; stakeholders relationship; channel; key activities; key resources; key partners; revenue streams; magnitude; costs; differentiation. The findings in this study indicate that the social value of Sahawood creates a strong brand story and becomes a strength in attracting consumers. As a social entrepreneurship, Sahawood was able to become a place for former addicts to change for the better and control the beneficiaries from using drugs again and committing criminal acts. Social Impact Canvas is not only describing business implementation but also highlighting social values and business uniqueness in social entrepreneurship. This study has implications for the development of Sahawood’s future business strategy.

Exploring the role of augmented reality as a new brand advocate

AbstractAugmented reality (AR) has proven to be a potential source of disruption in the marketing discipline. Abundant research has attested to AR's potential by exploring the impact of AR attributes on behavioral intentions and users' attitudes. However, AR's potential to spark customer interactions, co‐create value, and foster brand advocacy remains poorly understood. This study explores whether and how AR can turn users into brand advocates. Applying structural equation modeling to a sample of 502 AR users, the study finds that AR empowers users during their shopping experience, creating strong brand attachment and engagement and ultimately leading to brand advocacy. This brand‐focused study, which goes beyond the technical aspects of AR, is unique and has the potential to inform the strategic decision‐making of managers aiming to enhance the customer experience by means of AR implementation.

Word – of – Mouth Communication and Brand Equity: Analysis of a Health Service Organisation

This study investigated the effects of word-of-mouth on brand equity. The major clients of Clinix healthcare were the population having them picked from the headquarters and branches in Lagos, Nigeria. A descriptive survey design was used for the study with a convenience sampling technique with a total sample size of 250 respondents. A structured questionnaire was distributed to respondents having established the instrument’s reliability with a Cronbach’s Alpha coefficient of 0.733. Construct validity and content validity were established through expert opinion. A regression technique was used in analyzing the data in order to reveal the relationship between the dependent variable and the independent variables with aid of statistical tools using SPSS version 20. The study found that word of mouth was proven to have a significant effect on brand image, brand loyalty, and brand preference. Also, according to the result of the analysis, Clinix healthcare has a strong brand image making consumers more likely to patronize and recommend the brand always. Also, Word of mouth had positive and significant effects on brand image and brand preference, with no significant effect on brand leadership (R2=0.140). This indicates that word of mouth significantly invokes brand loyalty, brand image building, and the desirability of consumers. It is recommended that Healthcare and other health service organizations should build on customers ‘preferences to optimize performance and attract organizational goodwill. The study suggested that further studies can examine the influence of word–of–mouth on organizational performance