Characteristics of strong territorial brands: The case of champagne

While most brands belong to individual enterprises, some brands are collective and based in a single territory. This paper, based on qualitative research, examines the characteristics of these territorial brands using the case study of the wines of Champagne in France. Employing a series of primary data sets and past studies the paper first explores the nature of the territorial brand (including its overarching nature and emergent development), then develops an analysis of the preconditions for strong territorial brands. The proposition is that these include a specific type of brand manager, a definite willingness to co-operate, a common mythology and local engagement. The paper considers goods that are inseparable from their origin whereas prior literature focuses only on services of this type. This paper also provides insights for marketers of territorial products in terms of how to ensure their success both in local and global markets as well as how to leverage the origin appropriately.     

Linking Brand Orientation with Service Quality,Satisfaction, and Positive Word-of-Mouth: Evidence from the Higher Education Sector

Brand orientation has been recognized as having a positive impact on organizational performance in both commercial and nonprofit sectors. However, limited studies have examined the moderating effects of brand orientation in the nonprofit sector, particularly in the higher education context. This study attempts to examine the construct of brand orientation from the perspective of the students and examine its moderating role on the relationship between service quality, satisfaction, loyalty, and word-of-mouth (WOM) communication behavior. Two hundred and fifty-eight questionnaires were completed by undergraduate students of an Australian university. The study found that students’ perception of a university’s brand orientation significantly moderates the relationship between service quality, loyalty, and WOM communication behavior. Significant managerial and theoretical implications were identified.     

Effects of co‐creation claim on consumer brand perceptions and behavioural intentions

Increasingly often, companies ‘co‐create’ with consumers in open innovation practices to develop new products more effectively. Little is known about how co‐creation affects consumer brand perceptions in the mass market. We hypothesize that co‐creative brands – as opposed to non–co‐creative brands – are perceived as more authentic and sincere, and are associated with relatively positive behavioural intentions. A between‐subjects experiment was conducted to test these hypotheses in an online panel of consumers who did not take part in co‐creation. The experiment had a 3 (control vs. co‐creation vs. co‐creation supported with some visual proof) × 2 (well‐known existing brand vs. fictitious brand) design. Quantitative data analyses (n = 530) confirmed that for both brands, co‐creation affects brand personality perceptions directly and behavioural intentions indirectly. This study shows that co‐creating with consumers can be a strategic method to positively influence product perceptions and behavioural intentions.     

品牌溢价：国际四大会计师事务所的审计收费--来自A股市场的证据

发展中的中国审计市场鱼龙混杂,会计师事务所数量众多。好的品牌能否获得较高的审计收费？本文通过对2003至2010年我国上市公司审计费用的计量分析,发现即使在控制了事务所规模和竞争程度后,国际“四大”和国内“十大”会计师事务所仍然获得较高审计费用。本文认为,审计市场上的会计师事务所存在着显著的品牌溢价,因此会计师事务所应该注重品牌建设。     

品牌包装的个性化设计研究

个性化包装设计能表达品牌的涵义、增强品牌的识别性、带给消费者强烈的视觉冲击力,还能提升品牌的价值和市场竞争力。个性化包装设计可以通过包装容器造型、盒体结构、材料应用、包装艺术表现等方面来体现。     

旅游电子商务广告媒体组合策略探析

为了能够获得最大的经济效益和传播效果,旅游电商企业必须寻求最佳的广告媒体组合策略。本文在分析国内旅游电子商务企业SWOT现状的基础上,阐述在线旅游消费者的构成及其消费行为,揭示旅游电子商务企业广告媒体组合的可行性、互补性、效应性等原则,并以携程旅行网为例实证分析行之有效的媒体广告媒体策略。提出网络媒体的充分利用是携程网媒体组合策略最凸显的部分;各种丰富的品牌合作活动拓宽了媒体宣传渠道,接触到了更多的目标消费者;通过定期出版的杂志来培养受众的阅读和消费习惯,并与电子媒体进行功能上的互补。但也在市场细分、广告媒体组合推广策略、品牌个性塑造、与消费者的反馈互动等方面存在不足。     

农业品牌发展问题探讨——以山东农业为例

山东是一个农业大省,农业出口贸易占全国出口总量的1/4。然而,与自身实力及其出口贸易相比,农业品牌的发展则明显滞后。农业品牌发展的滞后,严重影响了山东农业竞争力尤其是国际竞争力的进一步提升及其出口贸易和农民收入的持续增长,制约了农村经济的快速发展及其山东农业强省地位的巩固。面对现实,必须解放思想,转变观念,大力培育品牌意识,坚定不移地实施以强势农业品牌开拓国际市场的新战略;同时,加大技术创新力度,加强农业品牌基地建设,大力扶持龙头企业,尽快建立强势农业品牌培育体系;加快生态环境建设,搞好农业环境监测工作,为强势农业品牌的培育和国际市场的开拓创造一个良好的生态环境。     

基于品牌经济学的名人代言机制分析

本文在品牌经济学的框架下,分析了名人代言提高销量和价格的机制以及名人代言策略成功的条件。认为名人代言实际上是一种品牌联合策略,通过名人品牌与原产品品牌形成联合品牌而改变了品牌信用度,从而改变了消费者的选择成本,改变了消费者的需求函数从而改变了销量或价格。通过引入品牌契合系数构建联合品牌函数,分析了名人代言提高品牌信用度的条件。通过联合品牌信用函数分析,本文证明,只有当产品品牌和名人品牌的品牌信用、二者品类契合系数均达到一定水平时,名人代言策略才会成功,还证明了品类契合对于代言成败影响超过了名人本身的品牌信用度,选择名人代言的第一要素是品类契合度,第二才是名人品牌信用度。     

肇庆星湖风景区开发现状、问题与对策

本文在对肇庆星湖风景区资源与产品开发现状的分析下,指出景区存在资源转化产品能力欠缺、品牌建设滞后、营销缺乏针对性、产品互动性不强、旅游够物品开发乏力、部分设施设置不合理等六个方面的问题。基于此,论文提出了立足创新、转换市场定位、深化品牌建设、变革景区管理等四个对策。     

本土品牌“土气”形象成因及时新策略

尽管本土企业希望建立时尚的品牌身份,但由于在国家形象、企业形象、产品形象等品牌形象三维度的"土气"表现,消费者仍然认为本土品牌普遍"土气"。本土品牌要想摆脱"土气",可以采用声誉品牌战略,改变负面的原产地形象;重视长期品牌建设,而不是仅仅关注短期销量的提升;应摒弃简单的模仿,持续进行营销创新。