Overview of the Brand Strategy Canvas

2019 ◽  
pp. 13-27
Author(s):  
Patrick Woods
Keyword(s):  
Brand Strategy

Section 5.d Introduction

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Calin GURAU ◽  
Ashok RANCHHOD
Keyword(s):  
Best Practices ◽  
Brand Strategy ◽  
Brand Experience ◽  
Creation Process ◽  
A Value ◽  
Starting Point

 The classic brand design literature presents and illustrates best practices in developing the physical, graphical and semiotic aspects of a brand. However, both practitioners and academics outline that brand design is only the starting point of the brand strategy, which has to be completed and complemented by designing and effectively managing meaningful brand experiences. The success of the brand depends on a value co-creation process in which the intentions and offerings of producers and vendors encounter, and interact with, the customer experiences of the brand and of the associated product. A brand experience designed for the customer can therefore be multi-dimensional and not just product led.

Archetypic branding with positions of ergonomic support of marketing researches

Ergodesign ◽  
2020 ◽  
Vol 2020 (1) ◽  
pp. 3-18
Author(s):  
Marijam Arpentieva
Keyword(s):  
Role Models ◽  
Role Model ◽  
Historical Context ◽  
Marketing Research ◽  
Theory And Practice ◽  
Specific Role ◽  
Brand Strategy

The article discusses the current problems of the theory and practice of archetypal branding, analyzes the problems of archetypal branding from the perspective of ergonomic support for marketing research. In the framework of modern ergonomics, one of the tasks of its development is the ergonomic support of marketing research, including research on the development and evaluation of the effectiveness and productivity of the brand. A brand that is developed by marketers in accordance with a particular archetype or a specific role model can not only gain consumer recognition, but also help them formulate a way to express themselves. A role model in terms of the ergonomic support of marketing research can be used to develop a brand strategy: it represents an image that reflects a person’s ideas about a desirable role in the community. The client seeks not only to demonstrate this image to people, but also to use it in order to support and transform his own identity. At the same time, role models, unlike archetypal structures, practices and theorists from the standpoint of ergonomic support of marketing research typologize, based directly on a comparison with the leading motives of life and consumption. Role models correspond to different consumption situations, without contradicting the specific cultural and historical context. From the position of ergonomic support of marketing research, they should and can be used as functions specific to a given community, region, and time, as well as transcultural or supercultural structures that reflect one or another pole of the archetype in a particular cultural and historical environment.

International Luxury Brand Strategy

2021 ◽  
Author(s):  
Pierre Xiao Lu
Keyword(s):  
Brand Strategy ◽  
Luxury Brand

scholarly journals RESEARCH ON THE PROMOTION OF CONSTRUCTION AND DEVELOPMENT OF THINK TANKS IN LOCAL NEWLY BUILT UNDERGRADUATE UNIVERSITIES—TAKING THE BRAND STRATEGY AND DEVELOPMENT THINK TANK OF SHANDONG WOMEN'S UNIVERSITY AS AN EXAMPLE

2021 ◽  
Author(s):  
SHI-GUO HUANG ◽  
PEI-BIAO LIU
Keyword(s):  
Social Service ◽  
Scientific Research ◽  
Current Situation ◽  
Think Tanks ◽  
Brand Strategy ◽  
Women's College ◽  
Think Tank ◽  
Healthy Development ◽  
Existing Problems

The think tank of universities is an important carrier for scientific research, social service and talent training. At present, the construction of the think tank in local newly-built undergraduate universities is increasingly intensified, but its related functions have not been fully developed and played yet. Taking the brand strategy and development think tank of Shandong Women’s College as an example, this paper investigates and analyzes the current situation, existing problems and causes of its construction and development, and then proposes corresponding countermeasures, the purpose is to provide guidance for the sustainable and healthy development and growth of the think tank. At the same time, it can provide reference for the construction and development of the think tank in similar newly-built undergraduate universities.

scholarly journals Proses Kampanye Public Relations “Youtube Broadcast Box” Di Media Sosial

Gunahumas ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 56-71
Author(s):  
Merina Lydia Isabella Natashya ◽  
Hanny Hafiar ◽  
Aat Ruchiat Nugraha
Keyword(s):  
Public Relations ◽  
Attitude Change ◽  
Value Of Information ◽  
Brand Strategy ◽  
Brand Experience ◽  
Literature Study ◽  
Purposive Sampling ◽  
The Public ◽  
Public Relations Campaign

ABSTRAK Perkembangan strategi brand suatu produk sekarang ini semakin kreatif dengan menggunakan berbagai media komunikasi untuk dapat mempersuasi publik. Keberadaan suatu brand dapat dikomunikasikan melalui pendekatan emotional feel, attitude change, dan behaviour yang dilakukan terhadap target sasarannya. Youtube sebagai provider yang memiliki peran yang kuat dalam menyimpan data informasi yang paling besar berupa tayangan film dapat memberikan kontribusi untuk membangun dan meningkatkan brand experience produk tertentu. Tujuan penelitian ini adalah untuk mengetahui proses kampanye yang dilakukan oleh Youtube Broadcast Box dalam upaya meningkatkan brand experience terhadap Youtubers Indonesia. Adapun metode penelitian yang digunakan adalah deskriptif dengan teknik pengumpulan data melalui wawancara terstruktur, observasi, dan studi pustaka. Dalam teknik penentuan key informan, penelitian ini menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa proses kampanye public relations yang dilakukan oleh Youtube Broadcast Box telah dapat meningkatkan brand experience para Youtubers Indonesia yang dibuktikan dengan banyaknya kunjungan dari audience yang ingin menonton tayangan di Youtube secara berkelanjutan untuk berbagai kegiatan yang dianggap memiliki nilai informasi bagi publik. Kata Kunci : Kampanye Public Relations, Brand Experience, dan Youtube Broadcast Box ABSTRACT The development of the brand strategy a product now this is getting creative by the use of various media of public communication persuasive. The existence of a brand can be communicated with the emotional feel , attitude change , and behaviour was done with their targets. Youtube as providers having role strong in store data information the greatest of impressions film to give contribution to build and improve brand experience certain products. The purpose of this research is to aware of the campaign done by youtube broadcast box in order to increase brand experience of youtubers Indonesia. As for research methodology used is descriptive to technique data collection through interviews structured, observation, and the literature study. The technique of the determination of key informants, this research using a technique purposive sampling. The research results show that the process of public relations campaign conducted by broadcast box of youtube has been able to increase brand experience the youtubers indonesia which is evidenced by the number of visits from audience who want to watch impressions on youtube in a sustainable way for various activities being regarded as having the value of information to the public. Keywords: public relations campaign, brand experience, and youtube broadcast box

scholarly journals How to Create Islamic Branding on La Tansa Gontor Department Store

2021 ◽  
pp. 60-68
Author(s):  
Fajar Surya Ari Anggara ◽  
Achmad Ihya Ulumuddin
Keyword(s):  
Grounded Theory ◽  
Data Analysis ◽  
Brand Image ◽  
Boarding School ◽  
Department Store ◽  
Qualitative Approach ◽  
Brand Strategy ◽  
Analysis Method ◽  
Customer Perception ◽  
Islamic Values

The brand's Islamic values can be determined in a variety of ways, including: based on factors of compliance, based on its origin, and based on the customer. Pondok Modern Darussalam Gontor's La Tansa Gontor Department Store is one of the commercial units operated by Pondok Modern Darussalam Gontor, an Islamic boarding school that places a strong emphasis on Islamic values. The goal of this study is to determine how LaTansa Gontor Department Store may adopt Islamic brand points while also identifying a good approach. This study employed a qualitative approach based on grounded theory. The information was gathered through observation, interviews, and documentation. Purposive sampling was utilized to determine the sample used by the researcher, and Miles and Hubberman's data analysis method use. According to the findings of this study, LaTansa Gontor Department Store has succeeded in instilling its brand image in customer perception. Keywords: Islamic Brand, Strategy, Department Store Abstrak Nilai-nilai Islam merek dapat ditentukan dalam berbagai cara, termasuk: berdasarkan faktor kepatuhan, berdasarkan asal-usulnya, dan berdasarkan pelanggan. La Tansa Gontor Department Store milik Pondok Modern Darussalam Gontor merupakan salah satu unit komersial yang dioperasikan oleh Pondok Modern Darussalam Gontor, sebuah pesantren yang menempatkan penekanan kuat pada nilai-nilai Islam. Tujuan dari penelitian ini adalah untuk menentukan bagaimana LaTansa Gontor Department Store dapat mengadopsi poin merek Islam sambil juga mengidentifikasi pendekatan yang baik. Penelitian ini menggunakan pendekatan kualitatif berdasarkan teori grounded. Informasi tersebut dihimpun melalui pengamatan, wawancara, dan dokumentasi. Pengambilan sampel purposive digunakan untuk menentukan sampel yang digunakan oleh peneliti, dan penggunaan metode analisis data Miles dan Hubberman. Menurut temuan penelitian ini, LaTansa Gontor Department Store telah berhasil menanamkan citra mereknya dalam persepsi pelanggan. Kata kunci: Merk Islami, Strategi, Toko Serba Ada

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