Umbrella Brand Research Articles

Брендинг арктических туристских дестинаций в России

The study deals with the issues of tourism destinations branding, as well as tourism multidimensionality and tourism destination identity in the Russian Arctic. The factors determining the promotion and branding of tourist destinations in the Russian Arctic are considered in correlation with the fundamental principles of sustainability in Arctic tourism. The relationship between state policy and socio-economic development of the Arctic regions of Russia is considered, in particular, in the aspects of Arctic tourism development. Dialectical, logical, theoretical and empirical methods were conducted for this research. The article defines the conditions for increasing the competitiveness of the domestic tourism product in the Arctic, lists tourism facilities, territories and tourism products that are of the most expressed interest to Russian and foreign tourists. The factors affecting the competitiveness of the tourism product in the Russian Arctic are identified. The article presents the components of the tourist destinations image in the Russian Arctic, which may become the basis for the formation of a strategy for branding tourism in the Arctic regions. The conclusion is drawn about the need for an umbrella brand creation for the Russian Arctic. The necessity of creating conditions for the professional implementation of tourist personnel in the Arctic regions of Russia and the influx of labor resources from urbanized and oversaturated territories to the Arctic with the aim of the integrated development of tourism is substantiated.

Post-Recall Stock Market Signals: The Impact of Ad Spending on Sales Performance

This research proposes and empirically tests whether adjustments to post-recall advertising spending strategy can be used as an effective tool to create a competitive advantage in resources, thus impacting a firm’s future sales decline after a product recall event. This paper explores where the firm’s advertising resources should be allocated: the focal brand (the recalled brand), a non-focal brand (another brand in the portfolio), or the institutional brand (the family brand) in order to determine the optimal advertising spending strategy. The findings show that firms should allocate advertising spending to promote the institutional brand in order to mitigate the impact of spillover effects of recalls on a firm’s future sales performance.

An Empirical Study of Scarcity Marketing Strategies: Limited-time Products with Umbrella Branding in Beer Market

An Empirical Study of Scarcity Marketing Strategies: Limited-time Products with Umbrella Branding in Beer Market

Strategic Brand Extension and Organizational Performance of Selected Beverage Firms in Nigeria

This study investigates the impact of strategic brand extension on organizational performance of selected beverage firms in Nigeria. The brand concept has come a long way especially during the product marketing times, where branding and management of brands played a huge role in creating differentiation and product preference in consumers’ mind. Brand extensions as a contemporary concept maximizes on brand name equity already established. Core brand names that customers are familiar with aid products newly entering the market and enable them quickly capture new market segments. Locally, adequate research attention has not been directed in area of strategies for brand extension. There appears to be existing gap for a study to be developed that looks into how strategies on brand extension affects local firm performance. The main focus of this study therefore, is to investigate the importance of strategic brand extension on the performance of beverage production companies in Nigeria. The sample size was determined using Taro Yemen's approach, and respondents were chosen using the survey research design method. The statistical approaches used were simple percentages and multiple regressions. According to the findings, all of the variables studied in this study, such as category expansion, line extension, existing family brand, and brand awareness, were positive and significant drivers to marketing performance. Brand awareness, existing family brand extension, and category extension have the most influence, followed by line growth. The study discovered that features of brand growth strategy have a positive impact on soft drink businesses' marketing success in Nigeria. As a result, the study recommends that a new or existing soft drink company in Nigeria work hard to develop a brand expansion strategy in order to increase marketing performance, among other things.

УПРАВЛІННЯ БРЕНДИНГОМ АДМІНІСТРАТИВНО-ТЕРИТОРІАЛЬНИХ УТВОРЕНЬ У СИСТЕМІ СОЦІАЛЬНО-ЕКОНОМІЧНОГО РОЗВИТКУ

From the perspective of socioeconomic development framework, the article provides insights on the contemporary issues of branding management of administrative territorial units. Following the analytical review data on Sumy region communities based on the calculation of budget efficiency as the ratio of the community general fund income (financial potential of united territorial communities (UTC)) and the general fund expenditures, the hypothesis as to the consistent relationship between the successful performance of the united territorial community and strategic approach to its management has been verified. As the key priorities for the united territorial communities brand development the study offers to consider the following: UTC social priority group brands; UTC entrepreneurial priority group brands; UTC tourism priority group brands; and the UTC green brands. Based on the proposed algorithm for setting the priority areas of the united territorial communities brand development, a strategic matrix of UTC brand development of the Sumy region has been constructed. The implementation of the given strategic approach to setting the priority areas of the united territorial communities brand development will contribute to building a successful marketing strategy for the Sumy region as an umbrella brand that combines subbrands of united territorial communities, further distributed according to the development priority criterion. This approach allows, on the one hand, to design a unified algorithm for the development, operation and implementation of territorial branding and marketing, and on the other – to consider the unique characteristics of each of the UTC with its individual set of competitive advantages, specific history, image, key resources available and associated problems.

Eco-Packaging and its Market Performance: UPC-level Sales, Brand Spillover Effects, and Curvilinearity

The prior research has partially addressed the full impacts of eco-packaging, mainly focusing on intention or attitude in a limited context. We attempt to investigate the actual consumer behavioral pattern to the eco-packaging appeals with revealed preference data. To test the diverse impacts on various product hierarchies, the sales of frequently purchased product category was applied. The scanner panel data availability in multi-category products enables us to test (1) the eco-packaging appeal impacts on Universal Product Code level sales, (2) the eco-packaging impacts on brand spillover effect, and (3) the linear or non-linear relationship between eco-packaging appeal and sales. Our results show that eco-packaging does contribute to its individual product sales. With regard to the brand spillover effect, our results reveal rather interesting results: brand spillover effect is present when eco-packaging intensity is high in the own product category, but not when the intensity is high in other product categories even if they both carry the same umbrella brand. Lastly, we discover an inverted U-shaped relationship between eco-packaging intensity within a brand and brand-level sales. It implies that adding eco-packaging appeal to products would actually increase the whole brand sales immediately, but after a peak point, the positive association transfer is weakened. Our results highlight that it is necessary to consider that ecologically sound packaging does induce market success.

Marketing communications in place promotion

Subject. This article discusses the marketing aspects of place branding development. Objectives. The article aims to summarize current ideas about communications in place marketing. Methods. For the study, I used comprehensive and systems approaches. Results. The article identifies the main types of motivation that encourage consumer decision-making and substantiates the application of the 7C concept model in order to position the place using the Internet. Conclusions. Developing a place branding, building an umbrella brand model and forming numerous sub-brands based on it are more preferable to hit the target. The most promising approach to place marketing is the relational one that can help build an extensive network of marketing communications.

The Russian exported goods under the umbrella brand: Expectations and reality

Subject. The restructuring of the Russian exports is a crucial issue of the foreign trade policy. Considering sanctions against Russia, exports can be reshaped with non-trivial methods. The Russian goods can be successfully offered to the foreign market if an umbrella brand Made in Russia is used. Objectives. The study determines difficulties and opportunities of promoting the Russian goods to the foreign market under the umbrella brand Made in Russia. Methods. The study relies upon general and special methods of research, such as retrospective, systems and functional structure analyses, observation, classification, tool-based techniques for grouping, sampling, comparison and summary, evolutionary and dynamic analysis. Results. The umbrella brand Made in Russia was proved to primarily include goods with the international recognition and gradually embrace promising and competitive goods, but not yet well known abroad. The article points out risks of the strategy as the umbrella brand may absorb some toxic regional goods or brands, which offer poor quality goods. Conclusions. To mitigate basic risks, it is necessary to draw upon the expertise of the Russian local brands and grow a commodity brand. There should be a special infrastructure to support national exporters, including the Russian export center, which should include a special function of foreign trade intermediaries. The foreign trade intermediaries are supposed to practically help national exporters, but also provide training programs for raising the foreign trade knowledge of businesses.

Sustainable Tourism Development in the Russian Arctic: Challenges And Prospects

The study aims to identify the main trends in the sustainable development of tourism in the Arctic Region of Russia and to develop theoretical, methodological and practical recommendations for the Russian Arctic tourism promotion. Crucial principles of tourism sustainability are listed. The author analyses the concepts of integrated tourism promotion of regions and sustainable tourism development, identified by the World Tourism Organization and the Arctic Council. The article outlines the concept of sustainable development of Russian Arctic tourism, defined by the national legislative, directive and statutory laws regulating tourism and the Arctic Region. Along with an analysis of tourism business modification, a review of the particular directions of the organisation and implementation of tourist services of the Russian Arctic is carried out. As a result, promising directions for promoting Russian Arctic tourism in correlation with the global trend of sustainable development, which is characteristic of a modern intensive economy using socially responsible management, are identified. The suggestions to improve the branding system and create an “umbrella brand” of tourism in the Arctic Region of Russia are formulated. The primary role and degree of involvement of the indigenous small-numbered peoples of the North in the development of Arctic tourism are determined. Innovative pedagogical technologies for highly specialised tourism personnel training are proposed.

Romanian family business branding: contextual factors of influence of decisional processes

Abstract Despite the difficulties of the economic environment and the challenges encountered, family businesses in Romania are drivers of economic growth. The tumultuous history and the cultural differences have impacted the way businesses are conducted and how decisions are made, especially in family-run companies, influencing how the family aspect is being portrayed and turned into a competitive advantage. The purpose of this paper is to determine how these contextual factors are influencing the promotion of the family aspect in the family business brand. The methodology of this paper is the exploratory qualitative interview-based study. Empirical data has been collected by way of in-depth semi-structured interviews with eleven Romanian family business owners or managers selected through non-probability purposive sampling, further analysed using content analysis technique. Results suggest that Romania’s cultural background directly affects family businesses and the way they promote their family image, identity and reputation. Although this has a positive effect, few Romanian family businesses are active and promote themselves on the marketplace as a family business. Romanian families have a high degree of autonomy and accountability in relation to local communities which can help or impede the development of a family brand because both families and communities require transparency and there is a high degree of uncertainty which can impact both the business and the family owners. The reference to current literature primarily relates to the position of the family in the business but most notably to branding. The role of family members is drawn to limit actions in certain aspects of promotion and branding, as a direct result of high-conservative views.

Umbrella branding in pharmaceutical markets

Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. The paper investigates how advertising in the market for non-prescription drugs affects the decision to buy prescription drugs from the same firm. To estimate the effects of umbrella branding, I exploit the fact that consumer-directed advertising of prescription drugs is prohibited in Germany and identify advertising spillovers with an instrumental variable that builds on exogenous seasonality in the non-prescription drug industry. Umbrella branding results in market expansion, particularly for generic firms, and can have a positive effect on consumer welfare in under-treated therapeutic areas.

Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand

The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: (1) an increased intrinsic brand strength and (2) an improved marketing-mix effectiveness. The authors analyze three substantially different retailers that rebranded one of their PL tiers. Consistent with the national-brand literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand strength, along with a reduced price elasticity. However, and in contrast to the national-brand literature, the effectiveness of both price-promoting and assortment size dropped for all three retailers after they unified their category-specific PLs under a common umbrella name.

Creating market opportunities in rural areas through the development of a brand that conveys sustainable and environmental values

Abstract The dehesa is the most widespread agroforestry system within the European Union and provides an important set of provisioning, regulating, and cultural ecosystem services. However, these systems have been in decline for a number of years, to a great extent because of their lack of profitability. Among the different options available to add value to agroforestry systems such as the dehesa and make them more profitable, the development of brands that would help consumers identify the products they generate is one of the most promising alternatives. In this way, the value of dehesa products would be enhanced and the revenue obtained from them increased. However, whilst such products are locally appreciated, a challenge exists in so far as neither national nor international consumers are able to identify dehesa products and therefore they are not willing to pay a premium for them. In this context, the creation of an umbrella brand covering the products derived from the dehesa is considered to be useful for boosting revenues in dehesa systems. This piece of research used a qualitative approach combining discussion groups with projective techniques during a series of workshops to identify relevant branding concepts and imagery for dehesa products. The findings showed that the term dehesa is recognised and appreciated by consumers, although it is associated with traditional and expensive products. It was also found that in order to make the brand more attractive to more consumers -especially younger consumers-additional concepts such as “sustainability” and “socially-responsible” production need to be incorporated in the branding. Imagery displaying forests and other environmental motifs were found to be the strongest graphical means of depicting these concepts within the brand design. It is considered that these findings could help enhance the demand and revenues associated with dehesa products and sustain the benefits they provide for the environment and for society.

Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy

Purpose The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience. Design/methodology/approach The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands. Findings Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty. Research limitations/implications The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy. Originality/value The present study is integrated and comprehensive, as it covers various facets of brand experience.

Incertidumbre en el reconocimiento de marca turística: caso Gualivá en Colombia

La provincia de Gualivá es un destino turístico por excelencia, que ofrece una gama de atractivos y actividades turísticas provenientes de su ubicación y geografía, lo que posiblemente la convierte en un producto destacado de Colombia, que cuenta con una variedad de servicios y experiencias turísticas y culturales de significativo potencial para la comercialización de sitios y proyectos turísticos. Este artículo presenta el desarrollo y la construcción de una marca que respalde la provincia como producto turístico, la cual posteriormente debe darse a conocer en el marco del club de productos turísticos de la región de Gualivá en el departamento de Cundinamarca; dicha marca potencia los recursos turísticos a partir de los cuales se pueden formular experiencias turísticas novedosas en la creación visual de una marca sombrilla y las marcas de subproductos propios, las cuales fueron sometidas a diferentes pruebas a través de mesas de trabajo con la comunidad (grupos focales) y consultadas mediante cuestionarios semi-estructurados que facilitan a través del análisis estadístico la evidencia de la importancia de este tipo de pruebas en el diseño marcas, antes de proceder al lanzamiento a nivel local, departamental, nacional y con proyección internacional.

The role of brand architecture and brand heritage for family-owned wineries: the case of Crete, Greece

The importance of branding strategies, either in terms of brand architecture or in relation to the role of brand heritage, has often been put under the microscope in the case of larger businesses. Yet neither aspect has been explicitly investigated in terms of its role and contribution for smaller wine businesses. Focusing on the case of local family wineries in Crete, Greece, helps us identify links with and applications of both brand architecture and brand heritage literature. Findings suggest that most wineries do not use an umbrella brand to create relevant sub-brands but tend to build upon mixed strategies. Furthermore, wineries often refer to place brand heritage, but family heritage is usually the cornerstone of their branding efforts. Our conclusions confirm the need to redevelop this body of literature in a way more adequate for small, family-owned wine businesses, and to enrich family wine business people's understanding of extant branding strategies.

The role of brand architecture and brand heritage for family-owned wineries: the case of Crete, Greece

The importance of branding strategies, either in terms of brand architecture or in relation to the role of brand heritage, has often been put under the microscope in the case of larger businesses. Yet neither aspect has been explicitly investigated in terms of its role and contribution for smaller wine businesses. Focusing on the case of local family wineries in Crete, Greece, helps us identify links with and applications of both brand architecture and brand heritage literature. Findings suggest that most wineries do not use an umbrella brand to create relevant sub-brands but tend to build upon mixed strategies. Furthermore, wineries often refer to place brand heritage, but family heritage is usually the cornerstone of their branding efforts. Our conclusions confirm the need to redevelop this body of literature in a way more adequate for small, family-owned wine businesses, and to enrich family wine business people's understanding of extant branding strategies.

Membangun Keunggulan Bersaing Melalui Strategi Umbrella Brand

Business and consumer behavior that is always changing and growing rapidly requires companies to make changes in strategy to increase competitive advantage. The purpose of this study is (1) To determine the strategy of internal and external factors in implementing umbrella brand strategy at PT. Indofood as a competitive advantage. (2) To find out the strategy applied in developing the umbrella brand strategy of PT. Indofood Sukses Makmur as a competitive advantage. The results of this study are (1) Brand that has long been known by the people of Indonesia gets a weight of 0.104 and a rating of 3.8, Brand Image known as a food solution weighs 0.066 and a rating of 3.8, a Brand that has a sufficiently mature strategy is included in the Umbrella brand strategy and excels in competing . (2) PT Indofood's main strengths are brands that have a mature enough strategy, including umbrella brand strategy and excel in competition, Indofood's main weakness is Umbrella Brand (umbrella of many products) which creates confusion among consumers' perceptions of the products number, Indofood's main opportunity is Relationship with stakeholders (communities, retail traders), Indofood's Main Threats are several types of products that have similarities with competitors. (3) Indofood which is in quadrant I position that implements an aggressive strategy using internal strength to take advantage of external opportunities.
 
 Keywords : umbrella brand, competitive advantage.

Film Branding: How the Estonia 100 umbrella brand influenced production, marketing and consumption of the Estonia 100 films

Abstract The Republic of Estonia celebrated the 100th anniversary of its independence on February 24, 2018. The celebration marked a significant milestone for Estonians and, as a way of recognizing this, the Estonian government implemented different marketing and participatory strategies for involving individuals and organizations to take part in the celebration. As such, individuals and organizations were invited to create special gifts for Estonia and its citizens. These gifts could be in the form of tangible presents or in the form of special events and cultural programs. The official gifts were marked by the official Estonia 100 (in the Estonian language: EV100) logo. One such gift to the Estonian population were a number of audiovisual productions that were enabled through special funding from the Estonian government, managed by the Estonian Film Institute. These productions included, besides 40 short documentaries about young Estonian inventors, one animation, six feature films, two documentaries and a TV drama series (EV100 2019a).1 This paper reports a study that explored the impact of the Estonia 100 brand on the production, marketing and consumption of these films and the TV series.

Marketing perceptions of national and nature parks managers – the case of Croatia

The purpose of this paper is to explore the perceptions of Croatian national and nature parks managers of the current role of marketing in creating and managing parks’ offer. Through identifying and evaluating the scope and importance of marketing in national and nature parks, the paper also aims to reveal the possibilities for improving existing practices. The theoretical framework includes a review of contributions from the fields of marketing in national and nature parks' changing environment and the literature on place branding in tourism. Exploratory qualitative research was conducted. An in-depth analysis of secondary data collected from internal materials, print media, and internet resources preceded to a content analysis of primary data collected through personal, semi-structured interviews with 15 key informants. The overall results suggest that umbrella branding emerges as a novel and promising approach. In some cases, the role of marketing in responding to changes in the competitive tourism environment is acknowledged, while in others not, as conservative parks are primarily focused on protection and conservation, which results in fewer resources to implement active marketing management. Research limitations are related to single informant bias and the subjective nature of data (the perceptions of respondents). To the best of the authors' knowledge, the study is the first that enables insight into the umbrella branding approach in the frame of the marketing management of national and nature parks. It brings evidence from one of the Central and Eastern European markets, a domain in which the role of marketing in national and nature parks has been under-researched.