Understanding Of Branding Research Articles

Musical congruity in sports: enhancing team branding in esports and traditional sports

ABSTRACT In the realm of sports team branding, the efficacy of brand anthems remains an unexplored yet crucial dimension. This study investigates the impact of musical congruity in distinct contexts: esports (in Study 1) and traditional team sports (in Study 2). A mixed-model ANOVA revealed a significant increase in study participants’ brand identity, team identification, and brand equity following exposure to a brand anthem. Additional PLS-SEM analyses demonstrated that musical congruity significantly enhanced brand identity and brand equity, with brand identity serving as a mediating factor. Interestingly, the positive influence of musical congruity on team identification was evident only in Study 2, where team identification played a mediating role between musical congruity and brand equity. Additionally, the study found that musical likability did not exert significant moderating effects on the relationship between musical congruity and outcome variables. These findings contribute to the theoretical understanding of musical congruity and music branding, offering valuable insights for practitioners in leveraging music to enhance the brand value of sports teams.

City Branding to Solve Social Problems? – The Eigendynamik of management concepts

It is well know that management concepts tend to spread from corporate to public organizations. Branding is an example of such a concept, with suggestions that it can address not only economic but also social issues, often referred to as “inclusive branding.” This ethnographic study explores how branding is received and spreads in a Swedish city, and analyzes efforts to use branding to tackle inequality and segregation. Our findings reveal that the initial focus on social problems was glossed over in favor of following corporate branding ideals, but also that city communicators expressed critique, confusion, and doubt regarding the relevance of branding to their work. Surprisingly, this did not slow down but rather energized the branding process. Through an interactionist analysis, we suggest that rather than addressing social problems, branding in cities may give rise to an Eigendynamik, signifying a self-energizing inner dynamic fueled by a tension between “frames,” specifically between the branding frame and the civic frame of the city. This theorization lays the groundwork for contributions to the understanding of inclusive branding: it can start with good intentions to address civic issues but may get swept up in corporate branding concepts and activities that are ill equipped to deal with social issues. More generally, complementing established notions of translation and colonization, our study provides a novel understanding of how management concepts migrate from corporate to public organizations through what we call frame-induced Eigendynamik. Overall, we contribute by shedding light on the role of self-energizing processes as reasons why organizational members engage with management concepts even when they struggle to see their relevance to their work.

SOCIALIZATION OF PRODUCT BRANDING AS AN EFFORT TO INCREASE ENTREPRENEURIAL INTEREST AMONG HOUSEWIVES OF NGINDEN JANGKUNGAN VILLAGE

Product branding provides various potentials in increasing sales value so that it can attract consumers, product branding can be developed in MSMEs which play an important role in national economic growth. MSMEs are also considered as one of the solutions for people who do not have jobs or do not want to work in a company. One of them is in the Nginden Jangkungan sub-district which still does not have an adequate understanding of product branding, so efforts are needed to increase awareness and understanding, one of which is through socialization. With the socialization related to product branding, it is expected to increase product competitiveness, attract consumer attention and increase income.

The Implementation of Tourism Communication for Developing Tourismpreneurship and Destination Branding in Cijengkol Village, Subang

Cijengkol Village in Subang Regency boasts significant local tourism potential, including the Cijengkol Seven Springs known for its water pH resembling infused water, and River Tubing, a popular activity along the upper stretch of the Ciasem river. This community service initiative aims to promote understanding of tourism entrepreneurship and destination branding, vital for harnessing local potential and enhancing regional tourist attractions. By encouraging environmental responsibility and fostering collaboration in developing regional tourism, the program seeks to empower Cijengkol Village residents. Effective tourism communication skills are seen as key to unlocking economic opportunities indirectly. The initiative addresses two main challenges: a lack of awareness regarding tourism's potential as a key sector, affecting micro, small, and medium enterprises, and underutilization of modern digital media for tourism communication. The approach involves specialized training for community members, particularly those involved in Village-Owned Enterprises (BUMDES) and Micro, Small, and Medium Enterprises (MSMEs) in Cijengkol Village. The outcome includes the formation of Tourism Awareness Group (Pokdarwis) candidates who understand a tourism vision and mission aligned with SMART goals for sustainable tourism management. Consequently, the candidates are equipped with collaborative concepts and strategies for tourism management in Cijengkol Village, serving as a foundation for future implementation.

A Study on Internal Branding – Developing a Predictive Model for the Indian Service Sector with Reference to Bharti Airtel

In recent times, internal branding has gained importance in the marketing literature because researchers identify that corporate brand management not only associates external actions but also an internal approach that involves employees. Although the growing interest, there is no agreement among authors about experiences, measurements, and outcomes of internal branding. Currently, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is an organized literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.

Analysis of the Communication Strategy of Fast Fashion Brand Uniqlo in Cross-Cultural Contexts

With the globalization of culture and the improvement of economy, overseas sales of big brands have become a major destination. The international fast-paced, high-quality labels with location and mobility advantages have quickly entered the Chinese domestic market characterized by strong demand and demographic dividend, and soon have conquered a market place. Under the current cross-cultural context, whether the product message sent overseas can suit the culture, psychology and customs of the target country, has become a key factor in its determining business success. This article chooses UNIQLO as the main example, put its Chinese Localization strategy under the difference of Chinese and Japanese cultures. Base on the grasp of the status quo of China's fast fashion market, consumers' life attitudes and media habits under the background of economic and social development, uses the theoretical frameworks related to cultural differences to analyze the brand’s cross-cultural explanations of its own concept, the location of the communication Discourse, the choice of media and its communication effect to further promote the understanding of brands’ cross-culture communication and provide reference to fast fashion brands’ communication beyond the boundary.

Conceptualizing Agile Branding: Dimensions and Antecedents for Managing Brands in a Dynamic Environment

Traditional branding approaches take too long to react to today’s dynamic environment. Agile branding offers a promising approach and might be the contemporary answer to the demands of our digitalized world. While scientists state that an agile approach to branding is essential nowadays, there is a lack of knowledge on how agile branding can be conceptualized and applied in practice. This article aims to provide a better understanding of agile branding by identifying its dimensions and antecedents. This study pursued a multi-method approach: a systematic literature review was conducted, followed by qualitative semi-structured interviews with eleven experts and a group discussion with five participants. Applying the dynamic capabilities perspective, the authors identify five dimensions, including 20 antecedents of agile branding: (a) leadership style and culture, (b) employee skills and competencies, (c) technology and methods, (d) stakeholder and feedback integration, and (e) ambidexterity. The critical challenge of agile branding is to balance brand continuity and adaptation. The study is the first to conceptualize agile branding, offering scientists and practitioners values and principles on how brands can be managed and further evolved in a constantly changing world to stay relevant in the market and ahead of the competition.

Japan: The Super Nation Brand

This study explores Japan’s national brand evolution, analyzing the shift from its historical isolation to its current global recognition, particularly under the influence of Shinzo Abe’s policies. It examines the impact of the 2011 disasters on Japan's international image and the strategic measures taken to address internal challenges such as gender inequality and educational reform. Through a critical lens, this study delves into the juxtaposition of Japan's soft power success against its domestic issues. Furthermore, it contributes to the understanding of nation branding in the context of global dynamics and internal policy shifts, offering a comprehensive view of Japan's strategy in maintaining its cultural identity while navigating global perceptions.

Penyuluhan Tentang Pengelolaan Bisnis Pada UMKM di Desa Kalikidang, Kecamatan Sokaraja, Kabupaten Banyumas, Jawa Tengah

The purpose of community service activities in Kalikidang Village is to provide counseling to MSMEs about business management so that MSMEs are able to become pillars of the Indonesian economy, contribute to the GRDP of Banyumas Regency and are able to absorb labor. This community service activity uses counseling methods to present material from resource persons to the audience, in addition, the practice of creating branding and marketplaces to increase online sales and marketing is carried out. The service activity is said to be successful, because it can increase knowledge and understanding of branding and marketplace around 80% of MSME actors in Kalikidang Village. The MSME actors of Kalikidang Village were very enthusiastic in listening to the explanations from the resource persons, and gave a positive response to student assistance. Thus, MSME players have a strong desire to create branding with the aim of increasing sales through online marketing. To increase the knowledge and understanding of MSME actors about branding and marketplaces, the Village Head and his staff should need to increase soft skills activities to increase the understanding and skills of MSME actors in managing their business will later help MSMEs in entering the world of competition, both nationally and globally

Omnichannel marketing: a systematic review and research agenda

ABSTRACT In today’s business landscape, customers hold a central position. They possess extensive knowledge and understanding of various brands’ products and services. Consequently, it has become crucial for businesses to engage customers through multiple channels and touchpoints, encompassing both online and offline realms. By delivering a versatile and seamless brand experience, companies can gain a significant advantage over their competitors. Understanding the omnichannel marketing strategy and its applications has thus become indispensable. The literature review findings enable a deeper understanding of the omni-channel strategies employed by brands. They also shed light on the customer-centric focus within omnichannel marketing and the factors that influence omnichannel performance. Additionally, the study endeavours to construct a theoretical framework for omnichannel marketing and explore its implications for managers and academicians. In summary, this research paper offers a comprehensive examination of omnichannel marketing, encompassing its conceptual underpinnings, practical implementation, and prospects. By delving into the strategies adopted by brands, emphasizing the importance of customer-centric approaches, and identifying key factors that impact omnichannel performance, the study provides valuable insights for both industry practitioners and academic researchers.

BRANDING SUSTANABLE FOREST CITY AT IBU KOTA NEGARA (IKN) NUSANTARA VIEWED FROM THE PERCEPTION OF PENTAHELIX STAKEHOLDERS IN MANADO CITY

Aim: This research aims to find the perceptions of these stakeholders towards sustainable forest city branding in the relocation of the Ibu Kota Negara-IKN (National Capital City) of the Nusantara (archipelago) to Kalimantan through a study in Manado City as one of the buffer cities of the IKN Nusantara. Methodology and results: The research method is descriptive and justified by correlational research method. The population in this study were stakeholders involved in urban life activities from various backgrounds. A sample of 30 respondents representing urban pentahelix stakeholders residing in the city of Manado was identified randomly and determined purposively. This research is conducted on the existing city pentahelix stakeholders and encourages the sustainability of development and the city environment itself.Conclusion, significance, and impact study: The results showed that pentahelix stakeholders' understanding of sustainable forest city branding is understood by all pentahelix-based stakeholders. At the next level, whether these stakeholders understand and agree to implement what the sustainable forest city program is, the level of agreement of the respondents is above 70 percent. But then whether the content of sustainable forest city branding already exists, there is a decrease in understanding by these stakeholders. For this reason, intervention is needed in the form of socialization of more massive sustainable forest city branding so that it is understood by each pentahelix stakeholder so that collaboration can be improved with the hope of being able to improve the quality of the IKN itself and the surrounding cities of this IKN.

Attitudes of manufacturers toward the value attributes of regional product brands

The increasing consumption of regional products is pivotal in fostering regional development, a phenomenon analyzed in various academic discourses. This article aims to contribute to the existing knowledge base by exploring the attributes of regional brands of products, specifically from the perspective of regional producers (regional brand of product holders). Unfortunately, this topic remains underexplored within academia, resulting in the need for an in-depth investigation. The article undertook a comprehensive analysis of articles in reputable databases such as Web of Science and Scopus, focusing on brand, brand equity, and regional product brands to address this research gap. The primary objective of this article is to describe the attitudes of regional brand producers towards attributes of brand equity in the case of regional brand products. The paper also presents the outcomes of quantitative marketing research. The research employed the computer-assisted web interviewing (CAWI) method, collecting data between November and December 2023. The presented research is based on a substantial sample of 101 respondents from the Czech Republic. The statistical software IBM SPS Statistics and XLSTAT program were subsequently used for data calculation and presentation. Semantic differential, descriptive statistics, and hierarchical cluster analysis were applied to the data analysis. It was found that some groups of regional producers have similar attitudes toward the attributes of regional product brands. All results and findings are then discussed. Exploration advances the understanding of regional product brands’ dynamics and provides a valuable foundation for future research in this field.

The Effectiveness of Luckin Coffee Fission Marketing Based on Marketing Mix Theory

Fission marketing is a special kind of marketing that is based on the old ways of marketing and is used to get more customers by splitting the terminal market. Luckin Coffee is one of the successful users of the fission marketing model. This study aimed to explore the advantages and disadvantages of Luckin s coffee marketing model as well as its impact on consumers. This paper further develops the factors in the marketing mix theory, uses the SWOT analysis method in the model analysis, and comprehensively discusses the advantages and disadvantages of the Luckin Coffee marketing model. This study concluded that Luckin Coffee has obtained a large number of customers through relationship marketing, price promotion, and other means, but customer loyalty is insufficient, brand understanding is inadequate, and the capital flow has many drawbacks. The overall marketing model has advantages and disadvantages, which is one of the typical cases of fission marketing. More opportunities and threats to Luckin s marketing model will also be discussed in the following section.

The Impact of Brand Positioning and Brand Knowledge on Impulsive Purchasing Intention with Mediating Role of Green Brand Attitude: Special Reference to Green Branded Products in Sri Lanka

The market for green products in Sri Lanka is small but rising. However, many green product producers adhere to the ideas of their Sustainable Living Plan (SLP) in order to manufacture green products that reduce emissions and stabilize natural ecosystems. Therefore, in order to provide their products a competitive edge in the eyes of consumers, green producers use green brand positioning tactics. The study's primary objective was to determine how brand positioning techniques and brand knowledge about green products influence the brand attitude and impulsive purchasing intention of consumers. This research study deployed a quantitative method of conducting interviews by developing a structured questionnaire. Multistage convenience sampling technique was deployed due to unavailability of an official data source on green product consumers. Moreover, data were collected from the green market places in Colombo, Kandy and Matara districts where the green products are available especially in supermarkets (Keells, Cargills) and green shops (Good Market). Accordingly, 300 responses were analyzed using SPSS software. Multiple regression analysis, correlation analysis and Hayes process Macro method were used to test the hypotheses. The findings showed that green brand positioning, brand knowledge, and brand attitude have a favourable influence on consumers' impulsive inclinations to buy green products. The findings also suggest that having a proper understanding of green brands will influence consumer sentiments towards green brands. The study states that green product marketers might further enhance green brand positioning by emphasizing the importance of a green product attribute to draw in large numbers of customers and to persuade them to make impulsive green purchases.

China’s cautious ‘facetuning’: The art of cultural diplomacy and nation branding1

This introduction for the Special Issue establishes and substantiates China as a timely case study for the understanding of cultural diplomacy and nation branding. It traces the country’s mobilization of creative expressions, including contemporary art, to recalibrate its international image in line with its expanding power, but also more often, to offset what it perceives as hostile representations and critique of its authoritarian rule. We first disentangle the overlapping objectives and strategies between cultural diplomacy and national branding, then how they are rendered through artistic expressions to both redeem and – sometimes unintentionally – undermine China’s reputation. Finally, we mark the relationship between the assembled papers which explore a variety of cultural diplomacy and nation branding activities that have emerged out of different artistic traditions, geopolitical contexts and economic motivations. These papers pursue diverse themes, for instance, the misalignment of nationalist branding messages and actual cultural relations on the ground, or the shifting of China’s external image as dictated by the evolving agenda of the Chinese Communist Party. The particularities of these approaches and discoveries, nevertheless, coalesce to underscore that knotted relationship between politics and aesthetics which China must manage and manipulate continually to sway global perception.

Stakeholder expectations and contributions to creating a market for automated, connected, electric and shared vehicles

An increasing number of companies develop innovative vehicle solutions to further sustainable transportation. One promising direction is the combination of automated, connected, electric and shared (ACES) vehicles. Due to the multitude of stakeholders involved in such an undertaking and their diverging interests, capabilities and roles, a shared vision is essential to foster productive collaboration. This study takes a brand development perspective and evaluates the degree to which stakeholders align regarding the ambition, potential and strategic pathway of the ACES brand. An expert survey involving 28 ACES stakeholders identifies numerous themes on which stakeholders agree, for example, the potential social and environmental benefits of ACES, but also a number where they disagree, for example, the legitimacy of different stakeholders in managing the stakeholder network or the degree to which all four technologies are necessary to create more sustainable mobility solutions. Consequently, the research proposes a shared brand understanding for ACES to help align the often conflicting expectations of different stakeholders. The key recommendation is to ask consumers and cities to play a central role in fostering stronger co-creation and cooperation within the stakeholder network. While the former group is essential to motivate technology providers to continue research efforts, the latter plays a decisive role in creating a regulatory framework that enhances the appeal of ACES in comparison to alternative modes of transport. Further research is necessary to understand the most appealing incentives (whether economic, social or moral) to leverage joint efforts in shaping the ACES brand.

Place branding in the eyes of the place stakeholders – paradoxes in the perceptions of the meaning and scope of place branding

PurposeAlthough the place stakeholders play a key role in participatory place branding, surprisingly little interest has been shown in the people involved in participatory place branding initiatives. The purpose of this study is to explore place stakeholders’ perceptions of the meaning and scope of place branding.Design/methodology/approachThis paper is based on two cases of participatory place branding, and the research design is inspired by participatory action research. The empirical material comprises observations, qualitative questionnaires and interviews.FindingsThis study identifies and describes four paradoxes in place stakeholders’ perceptions of the meaning and scope of place branding, embracing the target group (internal vs external), the objective (explore vs exploit), the stakeholders’ role (active vs passive) and the main value of place branding initiatives (process vs outcome). Furthermore, in this study, the place stakeholders’ paradoxical perceptions of place branding meant that, during the participatory processes, the authors encountered and needed to manage various opinions and behaviours, for example, “critics”, “innovators” and “relators”.Originality/valueThis paper contributes with a new perspective on participatory place branding. By capturing place stakeholders’ perceptions and understanding of place branding, this paper develops our knowledge and understanding of the starting point of participatory processes.

Building a Brand: A Social Interaction Perspective

There is a proliferation of brands in the country. Companies after companies are launching products, trying to build them into brands, some succeeding, and some coming up short. It is a topic of hot discussion in all academic and even industrial circles. But there is still a gap when it comes to the proper understanding of the term brand as well as brand building. Different people perceive it in different ways. Consequently what are all the steps which forms the process of brand building still remains under debate. In this article we go through different literature to discuss what exactly is meant by branding and also the different stages of the brand building process based on a social interaction perspective.

Qualitative Research on Obstacles and Hesitates of Healthcare Students Before Public Speaking for Supporting Health Promotion

Public speaking ability is essential for healthcare students as educators and health promoters. However, students need more confidence in their ability to deliver education in public. Students also experience anxiety before becoming a public speaker. The study aims to identify common barriers that hinder students from feeling comfortable while speaking in public. The method used a phenomenological approach. Research location at Faletehan University, Indonesia. The sample in this study was 12 healthcare students to explore experiences related to barriers in preparing for public speaking. The technique used purposive sampling to select participants who have experienced difficulty or fear in public speaking. Data were analyzed using thematic analysis. Results show that through thematic analysis, it was observed that the participants encountered physical and psychological obstacles. The findings revealed six themes, including physical anxiety, traumatic experiences, lack of technical methods and practice, the importance of personal branding, self-actualization, and the impact of social media. Self-actualization, a deeper understanding of personal branding, and the combination of EFT techniques emerge as effective ways to address the obstacles and hesitations faced by healthcare students before public speaking. This research provides information on overcoming barriers and hesitations in health promotion practices carried out by students in the community.

Pengembangan Desa Wisata Batik Girilayu di Desa Girilayu Berbasis Local Wisdom Menuju Global Market

Since 2020, the Karanganyar Regency Government has proclaimed Girilayu Village as a tourist village and the Giriarum Batik MSMEs have produced batik tulis products that are the pride of the community. The existing problems are related: tourism village branding and Girilayu-style batik products have not been identified; the tourism village management program and its unique products already exist, but have not been carried out massively and integrated; Batik Giriarum MSMEs batik tulis products already have a clear market segmentation, but digital marketing and information technology have not been fully utilized. BUMDes, Pokdarwis, Girilayu Village Government, and MSMEs Batik Giriarum are aware of the existing problems and their solutions but have not been able to implement the program properly. This community service aims to: 1) Increase understanding of branding, information technology, and digital marketing; 2) Improve skills and knowledge about the management of tourist villages and their unique products; and 3) Improve local potential management capacity. The method used to achieve the goal are participatory-based community service activities involving all stakeholders in the planning and implementation. Activities are designed and implemented in a comprehensive and integrated manner as a solution to problems so that the Village Government, BUMDes, Pokdarwis, and the Batik Giriarum MSMEs are motivated and concerned about their role as agents of change for the development of the Girilayu Tourism Village. The results of the activity showed a significant increase in the batik-making community and the management of the Girilayu Tourism Village, including: 1) Giriarum Batik MSMEs understand and contribute to the design of the brand identity of the Girilayu Batik Tourism Village; 2) BUMDes and Pokdarwis HR insights and skills in managing local potential are growing; and 3) Active promotion of MSMEs Batik Giriarum batik products and tourist villages through social media.