Effects of Global Market Conditions on Brand Image Customization and Brand Performance

Marketing practitioners and advertising firms have increasingly embraced an integrated marketing communications (IMC) approach to their promotional efforts in order to achieve direct effects of the individual communication tool used, as well as an additional "synergistic" effect from the combination of communications tools used. The present study is designed to fill a gap in the marketing literature by using a controlled experimental design to assess and compare the individual and combined influences of two IMC tools--publicity and advertising--on attitude toward the ad (A_ad) and attitude toward the brand (A_b). The study also looks for synergies from the use of multiple media (radio and print). Findings show that the combined effects of these IMC tools on A_ad and A_b are not identical, and that there are complex interactions between media, brand familiarity, and the valence of news stories.     

Refocusing Brand Strategies

No abstract available for this article.     

北京老字号品牌形象的影视剧塑造与传播

一个好的故事可以塑造一个好的品牌形象。百年历史的积淀造就了北京老字号的传奇色彩,使其拥有讲故事无可比拟的丰富素材。影视剧以其独特的讲故事方式,唤起了人们对老字号品牌的记忆和怀旧情绪,重塑了老字号的影响力,进一步提升了老字号品牌的文化内涵和品牌价值。本文主要以影视剧《大宅门》和《天下第一楼》为例,研究影视剧的叙事力量和语言魅力,从而总结出影视剧在塑造与传播北京老字号品牌形象方面的特征。     

Fortuitous Brand Image Transfer

This study investigates the phenomenon of fortuitous brand image transfer, or image transfer that occurs by chance, between two brands sponsoring the same event concurrently (i.e., concurrent sponsorships). Two experiments show that concurrent sponsorships lead either to a transfer of image or to a contrast of image between sponsoring brands that are both familiar, depending on the similarity of their underlying brand concept. Image transfer occurs when the brand concepts of the two sponsors are similar, whereas image contrast occurs when the two sponsors have dissimilar brand concepts. Implications for branding and sponsorship research are provided, as well as recommendations for managers. Finally, directions for further research are suggested.     

Discussing Brand Information on Social Networking Sites: Implications for Global Brand Marketing

Due to the proliferation of information that global brands disseminate on social networking sites (SNS), how to induce SNS users to discuss such information is a topic deserving intensive research efforts. In recent years, scholars have begun to explore the topic from several perspectives. However, there is still a lack of conceptual theorization and empirical verification with more comprehensive probing into the psychological processes through which SNS users become motivated to engage in discussing brand information provided by brand marketers. The current study, based on integrative reconfiguration of relevant theories and a large-scale survey, develops and validates a theoretical model to explicate the key determinants in this regard. Data were obtained from 1518 respondents, who have been active SNS users for at least one year. Confirmatory factor analysis and structural equation modeling facilitate validation of the model. According to the research findings, affective attitude is a stronger factor than instrumental attitude in predicting the discussion behavior of SNS users relative to brand information intentionally designed and disseminated by brand marketers. Additionally, past behavior in discussing online business news, alongside subjective norm and perceived behavioral control, exercises significant effect on such behavior. Most noteworthy, identity construction generates the greatest impact on behavioral intention and actual behavior among SNS users to discuss brand information that brand marketers provide to them. In general, the current study contributes to making better use of SNS for global brand marketing.     

企业实施品牌战略的策略研究

实施品牌战略是提升企业和产品市场竞争力的有力保障,是企业适应社会经济发展的客观需要。当前,企业品牌战略存在的主要问题是品牌的认识程度不够,实施品牌战略的方向性不明确,品牌缺乏核心价值,品牌战略缺乏技术支持。企业要想立于不败之地,必须实施有效的品牌战略,树立现代品牌战略意识,实施品牌创新,企业技术的革新,坚持多元化的品牌经营原则,创建品牌发展环境。     

浅谈中国名牌发展战略

随着全球经济一体化进程的加速和中国加入WTO的发展形势,市场竞争日趋激烈,企业之间的同类产品在性能、质量、价格等方面的差异变得越来越小。企业的有形营销威力大大减弱,无形资源即名牌资源已成为厂商间竞争力较量的一个重要筹码。所以,名牌战略的提出是市场经济发展的必然要求。企业争创和发展名牌产品,不仅是适应社会消费结构升级的需求,更是提高企业产品市场竞争能力的需要。     

工业品市场的品牌战略

工业品生产企业品牌意识的缺乏是工业品生产企业市场营销观念淡薄的综合体现。品牌产非可有可无，是企业重要的无形资产，是企业竞争优势的集中体现。为了提高产品的竞争优势，直接面向最终用户进行沟通，宣传，形成最终用户的偏爱。     

Brand Management Paradigms

The present article is concerned with the identification and analysis of current approaches toward brand management. Four paradigms are introduced that cluster disparate assumptions and processes of conceptualising and managing brands. An organization's dominant paradigm determines its understanding of brands, the process and content of brand strategy and, consequently, their potential contribution to competitive advantage. The increasing recognition, by both managers and academics, of the significance of brands as sources of sustained competitive advantage accentuates the importance of validating and refining the premises and models underlying organizations' brand strategies.     

谈跨国公司的全球品牌战略

跨国公司实施全球品牌战略可以获得许多方面的竞争优势。随着我国加入世界贸易组织,跨国公司更强化了在中国市场的品牌战略。然而,任何事物都具有正反两面,实施全球品牌战略亦存在着各种障碍,其最大障碍就在于各个市场之间和各种文化之间客观存在的差异,这些障碍部分削弱了全球品牌的威力。     

The Brand and Its Image Re-visited

The beginning of advertising wisdom is the ability to distinguish between products and brands.     

品牌形象评价方法研究

品牌形象是一个抽象的概念,是由多方面因素构成。从品牌形象的内涵和消费者角度来分析研究品牌形象的构成要素,品牌形象主要是由企业形象、产品形象、符号形象、传播形象四大部分构成。由此,建立了品牌形象评价指标体系,从而提出品牌形象的二级模糊综合评价方法。     

房地产品牌,名气大就人缘好吗?

<正>"我终于雄赳赳、气昂昂地跨入百万‘负翁’的行列",热播的《蜗居》也许能鲜活地传达"房奴一族"复杂而纠结的心态。对于房子、对于地产商,老百姓总是有那么多欲说还休的情绪。不可否认,地产行业十多年的发展已经培     

品牌生态管理:21世纪品牌管理的新趋势

本文针对传统品牌管理败落的症结,重点研究了品牌管理理论演化、发展的过程及其生态特性,提出了适应21世纪品牌管理的新趋势——品牌生态管理,并对其概念、实质、与传统品牌管理的区别、以及品牌生态管理的主要内容进行系统阐述。     

当代中国企业品牌经营策略

品牌经营是企业运营的一个至关重要的问题。在WTO的全球竞争态势之下,中国企业能否造就自己的名牌乃至世界名牌,关系到中国企业的生死存亡。因此必须从以品牌为纽带组建现代中国企业、品牌延伸与品牌开发并举、品牌感性经营与品牌理性经营并重及超越消费者需求四个方面出发,对中国企业的品牌经营策略作一些有益的探讨,以赢得企业的生存与发展。     

传播品牌的十大创意模式

第一模式:扩大痛苦再施于人 核心原理 人有两种基本的人格模式,一种是逃避型,另一种是追求型.逃避型者大都拒绝困难,害怕痛苦,而追求型的人正好相反.更多的情况是集两种特质于一身.人之所以采取行动,对于逃避型的人来说,是因为如果不行动,痛苦将会大于快乐;对于追求型的人来说,则是因为采取行动后,快乐将大于痛苦.     

Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation

Classical models of brand management pay insufficient attention to staff as brand builders, placing more emphasis on external issues such as image. This paper explores the significant contribution from employees and considers the need to align their values and behaviours with the brand's desired values. It clarifies the importance of culture in brand building and discusses how an adaptive, strategically appropriate culture, consistently apparent throughout an organisation is likely to be associated with healthy brand performance. A model is proposed, suggesting that stronger brands result from a homogeneous brand identity, with congruent identity components. It argues that reputation is a more appropriate external assessment of a brand than image. By auditing the gaps between brand identity and brand reputation, managers can identify strategies to minimize incongruency and develop more powerful brands. It is concluded that brand reality is an important aspect of branding.     

Cost Analysis of Calcium in Store Brand versus National Brand Grocery Products

Objective: This study was to determine if calcium fortification yields a higher price per serving in grocery store products. Researchers compared store brand to national brand grocery products in relation to cost in order to examine if calcium values were similar between store brand and national brand products. Methods: A total of 112 store brand and 211 national brand grocery products were collected from three low (national chain store), middle and high priced (Virginia and North Carolina regional store) grocery venues. Products were compared using price and calcium percentage per serving. ANOVA was used to determine between store brand and national brand for price per serving and calcium content, and between grocery venues. Results: National brand fortified products had a significantly lower mean price per serving when compared to national brand non-fortified products (p = 0.0002). There was no statistical difference between store brand fortified and non-fortified products (p = 0.9256). Low priced store brand products had the lowest mean price per serving ($0.34 ±0.24). Conclusions: This study found store brand products have similar calcium content as national brand products. Product cost was lower at low priced store compared to middle and high priced stores.