Successful Brand Research Articles

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

PurposeConsumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes.Design/methodology/approachData was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause–brand–consumer congruences, cause-brand authenticity and brand image, on consumers’ intention to purchase and recommend the brand.FindingsConsumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence.Originality/valueTheoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as “purpose-driven entities”.

Sustainable Brand Advertising—The Green Advertising for Generation Z, a Qualitative LRSB Analyze

Advertising has been one of brands’ main allies in successfully promoting their products and services, creating trends and changing consumer mindsets, which allows them to increase sales and consequently achieve commercial success. The advertising medium has been evolving, increasingly encompassing new technologies as well as expanding its areas of intervention. This research article uses the Systematic Bibliometric Literature Review methodology, and its main objective is to clarify the state of the art regarding advertising and sustainability, since if advertising is one of the main allies for the success of brands, sustainability has become one of its main strategies. The starting question is whether advertising has been used to communicate sustainability. The methodology used in this study is a systematic bibliometric literature review (LRSB) to collect, analyze and synthesize data on advertising and sustainability, and covers a period of publications from the year 2007 to 2024, with the support of visual maps of the research indexed in the Scopus Database, created with VOSViewer. The aim was to give an overview of the studies published in this scientific area. The qualitative results of the analysis suggest that the theme of sustainability has been studied and associated with brands and sectors of activity such as luxury brands. The analysis leads to the suggestion of a reduced connection between sustainability and advertising, with studies on “green advertising” being mentioned, which allows us to affirm that this is an area that requires more in-depth studies, despite the fact that these initial results, on the one hand, help professionals in the field of digital marketing to make decisions, as well as clarifying the topic from a research point of view.

Small brand giants: Harnessing innovation to disrupt for growth

Small brands face big marketing and branding challenges in a world in which industry giants wield considerable resources. This paper promotes innovation as a catalyst for brand success. It discusses how brands can use innovation to challenge conventions, reshape industries and achieve notable success in a dynamic industry. The paper outlines innovative strategies that empower small brands to carve distinct niches, enhance brand awareness and shine brighter than their larger counterparts. It concludes that innovation, far from being a mere buzzword, is a force that can propel small brands toward growth and market disruption.

Prestige in Partnership: A Case Study in Leveraging University Excellence to Elevate Brand Success

Abstract As global competition in research continues to grow, universities are becoming key centres of innovation and knowledge generation. One of the most important factors attracting research institutions to a university is its brand. This article examines how universities can collaboratively establish and achieve research goals with research institutes, using a case study of Coventry University's partnership with the Lukasiewicz Research Network – Institute for Sustainable Technologies (Lukasiewicz–ITEE). The analysis highlights the significance of a strong brand in fostering sustainable relationships with other academic, research, and industrial partners. The practical implementation of Coventry University's strategies, including promoting research achievements and investing in relationship development, is explored. The study demonstrates that a university's reputation significantly enhances its appeal to potential research partners, thereby facilitating joint research projects and the commercialization of research outcomes.

Packaging Perception: Unveiling Consumer Insights for Brand Success

Packaging Perception: Unveiling Consumer Insights for Brand Success

From Tradition to Innovation Brand Communication: A Model of Success in Purposeful Branding-Heaven Gaia

This paper delves into the rise of purposeful branding in the context of China's evolving economy and global market demand for Chinese cultural elements in clothing design. Uses Heaven Gaia as a successful case study, highlighting its commitment to Chinese design and cultural heritage. The concept of brand purpose is explored, distinguishing it from marketing goals, and emphasizing its role in building brand awareness, storytelling, and long-term brand image. The paper discusses the importance of marketing strategies in creating short-term buzz and brand recognition, while brand purpose focuses on sustainable growth and consumer trust. Furthermore, also examines the challenges and opportunities for purposeful brands in today's culture, emphasizing the need for brands to adapt to changing market dynamics and consumer preferences. The collaboration between Heaven Gaia and Florasis is cited as an example of successful brand crossovers, showcasing the potential for innovative marketing approaches.

Strategic Branding: Building Market Positioning and Business Growth through Integrated Management Practices

The purpose of this study is to examine the intricate interplay between strategic branding and integrated management practices and their impact on organizational success in today's competitive marketplace. Through an exhaustive exploration of existing literature, the research design adopts a comprehensive review approach, synthesizing diverse scholarly perspectives on strategic branding, integrated management practices, and their implications for financial performance and consumer behavior. The findings underscore the critical role of integrated management practices in orchestrating successful branding initiatives, emphasizing the alignment of marketing, operations, finance, and human resources to support cohesive brand positioning strategies. Moreover, empirical evidence highlights the positive impact of strategic branding on financial performance, with strong brands exhibiting higher profitability, market share, and shareholder value. The discussion delves into emerging trends such as digitalization, experiential branding, and purpose-driven initiatives, reshaping industry dynamics and challenging traditional marketing paradigms. The implications drawn from the findings offer actionable strategies for organizational leaders, urging them to embrace innovative branding strategies that align with evolving consumer preferences and market dynamics. Furthermore, collaborative efforts between policymakers and industry stakeholders are essential for promoting responsible and ethical branding practices, fostering consumer trust, transparency, and accountability. This study contributes to the literature on strategic branding by providing valuable insights for future research endeavors and informing managerial practices aimed at enhancing brand effectiveness and organizational performance.

Drivers and barriers for design and designers in interdisciplinary product development – a literature-based conceptual model

AbstractDesign is associated with many benefits for businesses, ranging from successful products and brands to greater economic success. However, companies still have difficulties in unlocking the potential of design. This publication develops a literature-based conceptual model that outlines necessary organizational factors and their interrelation to create an environment for design and designers to thrive. At the same time, it explains why companies are having difficulties in leveraging the benefits of design. Further research directions are derived to strengthen the role of design and designers.

Effect of Product Evaluation on Purchase Intention toward White Goods: Mediating Role of Country of Origin

In the era of globalization, the significance of a product's Country of Origin (COO) in consumer behavior studies has gained prominence. COO serves as an intangible cue influencing consumers' purchasing decisions and product evaluations. Amidst the escalating trends of global trade and competition, COO emerges as a powerful determinant impacting the competitive positioning and business success of brands. Given this context, this study aims to elucidate the influence of COO on the purchasing behaviors of young Indian consumers in the context of white goods. Additionally, the study delves into the intricate interplay among COO, product evaluation, and purchase intention within the home appliances industry in India. Utilizing mediation analysis, the study reveals that product evaluation significantly mediates the relationship between COO and consumers' purchase intentions regarding white goods.

How Social Media Influencers Impact Consumer Behaviour? Systematic Literature Review

Businesses invest considerable sums in influencer marketing efforts as social media influencers (SMIs) continue to gain popularity. To understand how marketers might utilize influencer marketing as a strategy in the digital era, researchers are still examining the effectiveness and impact of using SMIs. Accordingly, this article aims to conduct a systematic literature review of the impact of SMIs on consumer behaviour. Based on 90 studies, our systematic review was carried out following the PRISMA guidelines. This comprehensive review of literature intends to demonstrate the various impacts of SMIs on consumer behaviour, particularly about consumer decision-making, consumer attention, consumer brand admiration, consumer self-expression and consumer purchase intention. We outline influencer-led campaign techniques that can help companies develop closer ties with their customers and produce successful brand outcomes. In addition, the research synthesizes disparate literature to advance our comprehension of the mechanisms generating SMI attributes and the variables influencing consumer reactions to influencer endorsements. Future studies in the area will be aided by a nomological framework that incorporates significant antecedents, mediators and moderators of potential outcomes.

Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability

This study examines the complex relationship among brand association, image, loyalty, and attachment and perceived product quality. It also examines how brand likeability moderates this relationship. The study investigates these dynamics to determine how consumer-brand interactions affect product quality perceptions. Customers evaluate product quality beyond intrinsic qualities in competitive markets. Brand association, image, loyalty, and attachment form these values. Understudied is brand likeability's moderating role in these correlations. Analyzing consumer-brand interactions on product quality fills this gap. This study uses a quantitative-methods approach. A varied sample of consumers is asked about brand association, image, loyalty, attachment, product quality, and likeability. Analysis of direct and moderated effects uses structural equation modeling (SEM). The study found that brand association, image, loyalty, and attachment significantly impact perceived product quality. Consumers with strong positive associations, a positive brand image, great brand loyalty, and a profound emotional commitment to a brand see its items as higher quality. In particular, brand likeability moderates these relationships. Brand likeability enhances the effects of brand association, image, loyalty, and attachment on product quality. Brand-related characteristics greatly influence customer product quality perceptions when they like a brand. This study provides valuable insights for brand managers and marketers. First, it stresses the necessity of positive brand associations, images, loyalty, and attachment to boost product quality. Second, brand likeability amplifies these brand variables. Brands should provide engaging, realistic, and emotionally appealing experiences to increase likeability. Understanding these relationships can help marketers brand and communicate products, influencing consumer quality perceptions. This study adds to marketing literature by analyzing how brand connection, image, loyalty, and attachment affect product quality. Brand likeability moderates consumer-brand interactions, revealing their complexity. This research helps brands and marketers improve branding and consumer interactions, enhancing product quality and brand success.

Analysis of Huawei's New Energy Vehicle Business Marketing Strategy--Based on the AITO Askworld Sub-brand

China's new energy automobile market is booming, Huawei as a communication giant, it crosses into the automobile industry, which has a lot of uniqueness compared with traditional car companies and is even more innovative in its marketing strategy, The success of a car brand depends not only on product quality, but also on effective brand marketing strategies. By cleverly positioning the market, communicating brand values, and enhancing brand awareness, automobile manufacturers can stand out in the fierce market competition and attract and retain more consumers. This paper firstly introduces the background and development history of Huawei's automotive business and analyzes its main competitors; then based on 4P marketing theory, it replaces the traditional promotional strategy with the analysis of digital marketing innovation, i.e., from the four aspects of product strategy, pricing strategy, digital marketing innovation, and channel strategy, it comprehensively analyzes Huawei's new energy automotive business marketing strategy; then it evaluates and gives an explanation of its product strategy and channel strategy; then it evaluates and explains its new energy automotive business marketing strategy. strategy and channel strategy and give relevant suggestions.

Lizzy’s Royal Ice Cream

The royal warrant was created in the fifteenth century to allow tradespeople and mercenaries the right to deem themselves worthy of royalty in comparison to other products. This tradition has continued, and there are now eight hundred different companies ranging from the food industry to the fashion industry that hold this right. As I moved to the United Kingdom to study graphic design in the fall of 2022, I found this concept extremely interesting. I was able to witness how these “crown-worthy” products are promoted in comparison to others and see the real impact a connection to the monarchy had on certain businesses. Therefore, I made it a personal mission to try as many “warranted” products as possible. I tried on different clothing items in stores such as Barbour, drank apple juices endorsed by the King, and even purchased a journal from Smythson on Bond Street. However, searching through the Royal Warrant Association’s website for my favorite categories, I found that zero of these “warranted” companies are ice cream companies. In a world filled with thousands of different ice cream brands and flavors, why are none of the pre-existing brands worthy of the crown? This ice cream revolution explores why no other brand has received the royal warrant and how a successful brand positioning can create an opportunity to compete for ice cream market leadership in the United Kingdom.

Urban Brand: Implications of Legal Management, Branding, and Urban Icons in the Decentralized Autonomous Government of the Municipality of Ambato

Currently, the development of a city brand represents a key strategy for governments interested in boosting tourism within their borders. However, improper use of this resource can be counterproductive. The purpose of this study is to determine the criteria for assessing the effectiveness of the city brand and its tourist appeal, applying the Anholt Hexagon model. A mixed-methodological approach was adopted, analyzing the six dimensions of the model as a theoretical framework, and complementing it with a quantitative study based on surveys about the perception of tourists, both local and international, with a sample of 384 participants. The research aimed to establish a relationship between the hypothetical factors and each of the evaluated dimensions (presence, pulse, place, people, potential, and prerequisites) to identify the key elements for the success of a city brand, such as its architecture, climate, natural reserves, and promotional strategies. It is concluded that the effective development of a city brand requires careful consideration of these factors to enhance tourist retention and complement the sustainable development of the city of Ambato.

МАРКЕТИНГОВІ ТЕХНОЛОГІЇ ФОРМУВАННЯ ІМІДЖУ ТА УКРІПЛЕННЯ БРЕНДУ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ

Formulation of the problem. The relevance of the article is determined by the role of special marketing technologies, which relate to various aspects of the functioning and development of higher education institutions, including communications, image, reputation and brand. The purpose of the article is to study the directions and features of the application of marketing technologies in the communication, image and brand policy of institutions of higher education, to develop recommendations for the use of marketing tools. The object of the study is the processes of applying marketing technologies and marketing tools by institutions of higher education. Research methods include desk research, theoretical generalization, system analysis, observation, synthesis, abstract-logical. The research hypothesis was formed in the direction of understanding marketing technologies (MarTech) as a set of knowledge, processes, specific methods, measures, operations and techniques, tools, programs, technical tools that allow higher education institutions to achieve marketing goals. Presenting main material. The authors emphasized that institutions of higher education use MarTech to organize, implement, coordinate, administer and evaluate the effectiveness of marketing campaigns, personalized experience, image formation, branding, and online and offline content creation. The application of educational technology (EdTech) marketing to create an engaging, inclusive, and personalized educational experience is considered. Several EdTech trends have been identified that are already creating value propositions for the learning of the future. Originality and practical importance are important. It was concluded that marketing technologies allow higher education institutions to form a successful competitive educational brand, build an attractive image, maintain a positive reputation, arouse the interest of the target audience and present the uniqueness of the university. The trends that higher education institutions should take into account when forming an image communication policy and branding are highlighted. Conclusions and prospects for further research. Marketing technologies and tools are considered, which, in the opinion of the author, will increase the recognition of the ZVO brand and promote the promotion of its individual specialties. It is recommended that institutions of higher education choose those marketing technologies that take into account the new conditions of competition, are based on non-standard approaches and creative ideas, are formed within the framework of a creative concept of marketing and correspond to the new generation of customers

Evaluating Alexandria University heritage buildings: a question of preservation, awareness and management

PurposeHeritage buildings are a witness to previous civilizations and constitute important elements in transmitting cultural identity through generations. In 1938, Alexandria University was established; it was called the University of Farouk at the time. In 1952, the university was named “Alexandria University,” and since then, it has witnessed growth and expansion in several fields. The research aims to preserve the heritage of this academic institution. It seeks to document this wealth of buildings that tell the story of the second-earliest university in Egypt.Design/methodology/approachA mixed-method approach was employed. A descriptive method was used to narrate the history of the university and the importance of its buildings. Within the quantitative approach, a questionnaire was chosen as the survey instrument for collecting the data within the research case study. The aim was to determine the awareness of students, staff and employees of the heritage importance of their faculty. Within the qualitative approach, several interviews were conducted with employees in the engineering departments of the university administrative building at Chatby and some of the selected faculties. The aim was to determine the methods used for the conservation of these buildings.FindingsAlexandria University has a heritage value not only in its great history but also through its heritage buildings. Raising the awarness of the university's affiliates of this heritage will lead to enhance the feelings of loyalty and belongings to the university. Therefore, preserving this heritage and properly managing it is crucial.Originality/valueUniversities have to recognize that their built heritage constitutes a unique expression that can create a distinctive sense of place. University heritage is crucial in defining and interpreting the university cultural identity. The institution must identify resources that will help build a new public image and contribute to develop a successful brand. Campus appearance is an important factor that has a significant impact on student feelings of loyalty and belonging.

A Study on Consumer Perception towards Perfumes

Perfumes have become an integral part of daily grooming, offering individuals a sense of luxury and sophistication. Understanding consumer perception towards perfume is crucial for perfume manufacturers and marketers to develop effective strategies for product positioning and successful brand management. This research aims to explore the various factors that influence consumer perception of perfume, including fragrance composition, packaging, brand image, and social influence. The research will employ a mixed-methods approach, combining qualitative and quantitative techniques. Qualitative methods such as in-depth interviews and focus groups will be conducted to gain insights into consumers’ emotional associations with different fragrance compositions. Participants will be asked to describe their preferences and the emotions evoked by various scent categories, including floral, woody, citrus, and oriental fragrances. These interviews will provide valuable insights into the subjective perceptions and expectations consumers have towards perfume scents. Additionally, the research will utilize quantitative methods to examine the impact of packaging and brand image on consumer perception. A survey will be administered to a diverse sample of perfume consumers, assessing their preferences for different packaging designs, colors, and materials. The survey will also investigate the influence of brand reputation and associations on consumers’ perception of perfume quality and desirability. Furthermore, the research will explore the role of social influence on consumer perception. Social media platforms will be analyzed to identify trends and consumer discussions related to perfumes. The research will examine the influence of online reviews, recommendations from friends and family, and the role of influencers in shaping consumer perception towards perfume. The findings of this research will provide valuable insights for perfume manufacturers and marketers to understand consumer preferences and develop effective marketing strategies.

Thailand’s new soft power focus and the makings of a paradox

Soft power, obtained when a state develops the ability to attract rather than coerce other actors because of the legitimacy of its values, has been on the national agenda in Thailand since 2010, when efforts were made to expand the Kingdom’s creative industries. However, under nearly a decade of military rule after the May 2014 coup d‘état, Thailand focused largely inward in order to secure its legitimacy and survival, consequently curtailing soft gains. The military junta frequently targeted public dissent, including Thai activist rappers Danupa “Milli” Kanaterrakul and Rap Against Dictatorship (RAD). This article reviews soft power and state repression during the Prayut Chan-o-cha era and makes two critical arguments, that nation branding and soft power, related concepts, require a degree of authenticity and that Thailand’s soft power is increasingly outside of the government’s ability to completely control. Consequently, in a new semi-democratic environment under Prime Minister Srettha Thavisin, successful soft power and nation branding efforts are likely to occur outside the Kingdom’s ideological constraints or self-serving elite interests or risk an unwanted paradox and an operating environment contradictory to either objective.

Engaging Consumer Senses: The Role of Interactive Brand Experiences in Brand Building

Successful brands are investing in creating exceptional interactive brand experiences and fostering emotional connections to build brand love. This dual approach contributes to long-term customer relationships and is an effective way for companies to create hedonic value thereby gaining a competitive advantage. The purpose of the study is to investigate how interactive brand experiences (i.e., sensory, emotional, behavioural, and intellectual) influence brand love in the energy drinks category amongst young adults in South Africa. Data were collected from energy drink young adults through physical surveys. The study applied partial least-square-based structural equation modeling (PLS-SEM). The results revealed that the various interactive brand experiences dimensions influence brand love. Although the brand experience dimensions are supported, they don’t seem to equally influence brand love, as the sensory experience dimension (i.e., taste, smell, sight, touch, and sound), had the strongest influence on brand love. Consumers desire something that touches their heart and engages their senses. Marketers can therefore focus on building brand related stimuli in order to influence consumer behaviour. By focusing on these alternative marketing approaches to brand building, marketers can attract and retain young adults. This research contributes to understanding how brand experiences influence brand love in the energy drinks beverage category.

SUCCESSFUL CASES OF BRANDING THROUGH GRAPHIC DESIGN: ANALYSIS OF SPECIFIC CASES WHERE GRAPHIC DESIGN INFLUENCED BRAND SUCCESS

Over the past decade, graphic design has become a pivotal element in the formation and management of brands. Its influence on consumer perception is gaining increasing significance in saturated markets and growing competition. The research problem revolves around the necessity for a thorough analysis of specific cases where graphic design emerged as a key factor in achieving success for brands. The aim of this study is to explore the impact of graphic design on the success of brands through specific cases, analyzing elements that led to positive changes in consumer perception. The object of the study encompasses brands from various market segments, where graphic design played a decisive role in achieving a high level of recognition and success. The subject of the research includes specific elements of graphic design, such as logos, packaging, and visual components, which have influenced the creation of a strong brand image. To attain the objectives, qualitative and quantitative research methods were employed, including consumer surveys, interviews with designers and brand representatives, as well as an analysis of visual elements in graphic design. The findings of the research underscore the importance of graphic design in shaping successful brands.