scholarly journals Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy

2017 ◽  
Vol 6 (2) ◽  
pp. 155-164 ◽  
Author(s):  
Tom Atkin ◽  
Damien Wilson ◽  
Liz Thach ◽  
Janeen Olsen
Keyword(s):  
Branding Strategy ◽  
The Impact ◽  
Regional Wine

Branding Innovation

2012 ◽  
pp. 238-248
Author(s):  
Neslihan Aydogan-Duda
Keyword(s):  
Process Improvement ◽  
Knowledge Economy ◽  
Competitive Ability ◽  
Patent Infringement ◽  
Branding Strategy ◽  
Patent Rights ◽  
The Impact ◽  
Innovative Output

The impact of innovation on the competitive ability of firms is obvious. R&D activities are expensive, time consuming, and risky. Hence, protecting the rights to any innovative output is extremely important. Given this context, the author delves into understanding how branding works to help companies to benefit from the fruits of their innovation. Patent rights are important; however, as it is discussed in the literature, owning patent rights might not suffice. Business and process improvement without branding could face problems in the 21st knowledge economy. Companies should see brand as a “patent” through which customers emotionally connect and choose their products and services over competitors. Just as patents are designed to provide exclusivity in a market, brand offers that, tacitly, if properly executed. Branding can establish a self-sustaining relationship between customers and the producers thereby helping companies to be protected from patent infringement. In this study, the author shows evidence to the lack of any viable branding strategy on innovation by the few Turkish firms that have filed patents. This explains the lagging of the Turkish companies in internationalizing their brands.

scholarly journals Disclosure of Silent Branding During COVID-19 Pandemic: A Study of Sarsiwa Village in Chhattisgarh State of India

2021 ◽  
pp. 097300522110346
Author(s):  
Shiv Ratan Agrawal
Keyword(s):  
Content Analysis ◽  
Study Data ◽  
Code Word ◽  
Branding Strategy ◽  
Buying Behaviour ◽  
Participant Observer ◽  
The Impact

The study tried to explore the adopted branding strategy in trading essential goods in lockdown during the COVID-19 pandemic. The lead researcher observed the buying behaviour of 600 rural customers as a participant–observer in grocery shops. Additionally, he interviewed five grocery shopkeepers in that village to cross-check the customers’ observations. The study categorised these observations into similar themes using content analysis. The sorting of the study data resulted in six main categories. Out of six categories, two are the most important, which reveal that customers don’t want to compromise with their choice of products/brands even in this adverse situation and they ask their preferred products/brands in code word very often to their nearby shopkeepers. Actually, these code words are the impact of silent branding of a product in their mind. The current study reveals that silent branding works long-lasting for customers and could be beneficial for firms. The study imperatively adds the concept of silent branding in the existing literature on branding.

scholarly journals Brand Association and Sales Growth: A Study of Nigeria the Flour Milling Industry

2022 ◽  
Vol 4 (3) ◽  
pp. 60-63
Author(s):  
Itunuoluwa Adeoye ◽  
Ayodele O.E ◽  
Adesuyi I.O ◽  
Ayo M.F
Keyword(s):  
Data Collection ◽  
Sales Growth ◽  
Branding Strategy ◽  
Positive Perception ◽  
Brand Association ◽  
Flour Milling ◽  
Sales And Marketing ◽  
Lagos State ◽  
Considerable Impact ◽  
The Impact

Branding has developed in the minds of customers a strong and positive perception of a company's products or services. However, most of these businesses struggle to use branding strategy to differentiate themselves from competition and grow sales. The goal of this study is to assess the impact of brand association tactics on the sales growth of flour milling enterprises. The major technique of data collection was administered questionnaire to the sales and marketing employees of the selected flour milling enterprises in Lagos State. The findings indicated that brand connections have a positive and considerable impact on sales growth. The study recommends that brand managers should also ensure that customers' interactions with the brand remain consistent in order to generate sales growth.

Firm Performance and Exports: Evidence from the Romanian Wine Industry

2020 ◽  
Vol 15 (2) ◽  
pp. 207-228
Author(s):  
Albert Lessoua ◽  
Mihai Mutascu ◽  
Camélia Turcu
Keyword(s):  
Firm Performance ◽  
Financial Performance ◽  
Firm Size ◽  
Red Wine ◽  
Wine Industry ◽  
Firm Level ◽  
Main Determinants ◽  
The Impact ◽  
Jel Classifications ◽  
Regional Wine

AbstractThis paper examines the impact of exports and its main determinants on the financial performance of the Romanian wine industry. We draw on a dataset consisting of mixed firm-level (i.e., 207 companies) data, Google Trends data, and regional variables covering the period from 2009 to 2017. We show that Romanian wine exports, at the firm level, are positively affected by regional wine yields (especially in the case of red wine varieties), temperature, and firm agglomeration, and negatively impacted by firm size. We also find a close positive correlation between financial performance and exports. (JEL Classifications: F61, L66, C23)

scholarly journals Co-branding Strategy as a Source of Innovation on International Market

2017 ◽  
Vol 9 (3) ◽  
pp. 63-77 ◽  
Author(s):  
Magdalena Grębosz-Krawczyk ◽  
Jean-Marc Pointet
Keyword(s):  
New Technologies ◽  
Knowledge Exchange ◽  
International Market ◽  
Technical Knowledge ◽  
Branding Strategy ◽  
Foreign Partner ◽  
Know How ◽  
Low Level ◽  
Use Of Knowledge ◽  
The Impact

AbstractThe aim of this paper is to identify the impact of a co-branding strategy on the innovations development on international market. The research has been conducted in 2013–2015, and has been targeting 50 large international companies which operated in minimum 3 countries of Europe and have implemented a co-branding strategy for 3 years. The analysis of findings has shown that the possibility of use of the new technologies and the use of knowledge and experience of partner’s through technical knowledge exchange are rated at the low level in case of implementation of co-branding strategy. These findings suggest that co-branding is not a source of innovation on international market due to the fact of the limited trust in the foreign partner and the protection of own’s know-how by the companies. These outcomes confirm also that today the managerial actions should focus mainly on the symbolic dimension of brands.

scholarly journals BRANDING AND BRAND AS FACTOR OF THE COMPETITIVE ADVANTAGE IN SPORTS

2020 ◽  
pp. 569
Author(s):  
Srećko Bačevac ◽  
Jovan Veselinović ◽  
Dragan Životić
Keyword(s):  
Competitive Advantage ◽  
Brand Management ◽  
Practical Knowledge ◽  
Basic Function ◽  
Communication Tool ◽  
Branding Strategy ◽  
Brand Building ◽  
Leading Position ◽  
Basic Purpose ◽  
The Impact

The basic purpose of this research is based on the analysis of scientific-theoretical-practical knowledge in the field of brand management, with special emphasis on the brand as a significant factor of organizational competitive advantage and establishing a leading position in the sports market. By examining a wide variety of theoretical knowledge, we come across definitions that are based on the views of world’s leading marketing experts who point out that the basic function of marketing is brand building. Building, consolidating and expanding the brand require dimensions of clarity, consistency and leadership, adapted to the environment, with particular emphasis on competitive advantage, technology and on establishing a leading position in the market. Referring to the adequate literature, this paper covers the complete branding strategy, starting from the general ones that define the branding strategy as the most powerful communication tool; from strategies that are based on definitions that the key to success is the achievement of competitive advantage and the establishment of a leading position in the market; towards specific strategies who explore the basic elements of the branding strategy and their impact on the company’s business and productivity, as well as the impact on the consumers’ awareness.

scholarly journals The impact of character branding through media: A case study of TV al-Hijrah’s Ustaz celebrity programme

2017 ◽  
Vol 9 (2) ◽  
pp. 88
Author(s):  
Rosli Bin Mohammed
Keyword(s):  
Data Analysis ◽  
Qualitative Analysis ◽  
Education Level ◽  
Branding Strategy ◽  
Electronic Medium ◽  
Face To Face ◽  
Gender And Education ◽  
Level Data ◽  
The Impact

This study was conducted to see how character branding of religious individual whose known as Ustaz Celebrity relates to the programs aired on TVAlhijrah, in accordance with its concept as an Islamic station which broadcast one hundred percent Islamic-oriented content. This study was conducted based on qualitative findings involving in-depth "face to face” interview and also through telephone conversations, used as a research instrument. The researcher also conducted a survey in which the questionnaires are distributed to tor TVAlhijrah’s viewers. Respondents are divided into several categories such as age, gender and education level. Data from respondents, used to measure the characteristics of an ustaz which suits the title of ustaz celebrity and how their celebrities characteristic be able to used helping TVAlhijrah broadcasting their Islamic content. Transcripts, coding and data analysis was conducted using qualitative analysis. The results of this study can be used in helping TV Alhijrah to find more people to become Ustaz Celebrity in the future. It can also be used as a guideline for all TV station to choose Ustaz Celebrity to be anchoring their programmes. Character branding strategy through Ustaz Celebrity will attract more viewers to tune into TV stations as an alternative electronic medium that is capable of providing Islamic content in accordance with the requirements of syariah (Syariah Compliance)

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

2020 ◽  
Vol 14 (4) ◽  
pp. 505-524
Author(s):  
Dhananjay Bapat
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Branding Strategy ◽  
Content Type ◽  
Main Effect ◽  
Antecedents And Consequences ◽  
The Impact ◽  
The Relationship

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.

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