How to Manage Heritage Brands: The Case of Sleeping Beauties Revival

2020 ◽  
Author(s):  
Delphine Dion
Keyword(s):  
Brand Equity ◽  
Brand Management ◽  
Sleeping Beauty ◽  
Brand Awareness ◽  
Brand Value ◽  
Value Proposition ◽  
Luxury Brands ◽  
The Core ◽  
Branding Strategies ◽  
Sleeping Beauties

Many luxury brands place their heritage at the core of their brand value proposition and identity. This chapter analyses heritage brand management by focussing on a specific business issue—the revival of sleeping beauties. Sleeping beauties are brands that are no longer active on the market but still have potential brand equity that can be conjured up in the minds of consumers by rearticulating their heritage. The chapter presents three branding strategies used to revive a sleeping beauty: brand revitalisation, brand copying, and retrobranding. These strategies differ in the way they associate the brand with its past and heritage. Finally, the chapter investigates three issues that play a key role in the success of a brand revival: brand awareness on the market before revival, heritage reinterpretation, and heritage authentication.

Branding and Mobile

2016 ◽  
pp. 248-283
Author(s):  
Yulia An ◽  
Kenneth E. Harvey
Keyword(s):  
Brand Equity ◽  
Brand Management ◽  
New Technologies ◽  
Real Life ◽  
Industry Studies ◽  
Logo Design ◽  
Management Function ◽  
Branding Strategies ◽  
Cross Platform ◽  
Business And Management

An overview of mobile's impact on branding strategy expands from discussion of chronological ages of branding to mobile's effects on the brand management function. The latter are structured around four steps of the brand management process, including planning and brand positioning, implementing branding strategies, measuring and analyzing performance of a brand, and sustaining brand equity over time and across geographic markets. With a focus on cross-platform branding and establishment of seamless mobile experience, the chapter explores various aspects of mobile's influence on branding. A strategic view on the mobile-first approach that permeates all aspects of the branding process from logo design to brand equity measurement is accompanied with real-life applications. Best practices illustrate changing perspectives in branding and include examples of how new technologies like iBeacon and augmented reality are used by leading brands. Examples are drawn from recent academic and industry studies in business and management with links to classic brand management literature.

scholarly journals Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

2020 ◽  
Vol 12 (5) ◽  
pp. 1958 ◽  
Author(s):  
Feng Xu ◽  
Yuli Bai ◽  
Shuaishuai Li
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Mediating Effect ◽  
Total Effect ◽  
Brand Awareness ◽  
Brand Value ◽  
Brand Trust ◽  
Brand Engagement ◽  
Brand Quality ◽  
Theory Of Value

Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

scholarly journals Enterprise branding strategies

2017 ◽  
Vol 3 (1) ◽  
pp. 49-57
Author(s):  
Eugeniusz Michalski
Keyword(s):  
Brand Equity ◽  
Brand Extension ◽  
Brand Extensions ◽  
Brand Value ◽  
Brand Strategy ◽  
Competitive Markets ◽  
Appropriate Use ◽  
Goods And Services ◽  
Branding Strategies ◽  
Set Up

Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy, set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.

Customer Based Brand Equity and University Brand Management

2019 ◽  
Vol 35 (4) ◽  
Author(s):  
Tran Viet Dung
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
World Economy ◽  
Brand Management ◽  
Analytical Framework ◽  
Brand Awareness ◽  
Brand Associations ◽  
The World ◽  
Higher Institutions ◽  
University Brand

As Vietnam integrated deeply into the world economy, higher institutions are on a rise and faced with strong competition, university brand management has played an increasingly important role. Following brand equity theories and customer based brand equity models, the paper proposes an analytical framework which adopts Aeker’s four components (1991) including brand awareness, brand associations, perceived quality and brand loyalty in order to enhance the value of brand equity for higher institutions in Vietnam.

Integrating risk literacy into brand management

2016 ◽  
Vol 26 (2) ◽  
pp. 204-218
Author(s):  
Dorian-Laurentiu Florea ◽  
Claudiu-Catalin Munteanu ◽  
Alexandra-Elena Postoaca
Keyword(s):  
Risk Management ◽  
Brand Equity ◽  
Brand Management ◽  
Evaluation Methodology ◽  
Brand Value ◽  
Brand Strength ◽  
Content Type ◽  
Implementation Model ◽  
Mathematical Formulas ◽  
Risk Literacy

Purpose The purpose of this paper is to integrate brand equity into companies’ overall risk assessment by suggesting a methodology of evaluating the relevant aspects of brand risk. Design/methodology/approach Based on a theoretical framework which discriminates between brand assets, brand strength and brand value, this paper set two alternative directions that can be followed to assess brand risk: a financial direction, which accounts on brand value, and a marketing direction, which stresses on brand assets and brand strength. Following the latter one, this paper provides mathematical formulas which contain specific factors of volatility that can be integrated in a future scoring system. Findings This paper proposes four major risks that need to be considered when evaluating brand assets risk: reputational risk, presence risk, loyalty risk and halo effect risk. This paper provides an evaluation methodology for each one. In addition, a 12-step implementation model is proposed as a managerial guideline for integrating brand risk in the companies’ risk management. Originality/value This paper emphasizes the importance of considering brand equity as a potential source of risk and thus integrating it into risk management. Also, we continue Abrahams’ pioneer work on adding risk literacy into brand management.

scholarly journals MEASURING BRAND EQUITY OF COSMECEUTICALS – A CASE USING CONSUMER BASED BRAND EQUITY MODEL

2017 ◽  
Vol 10 (6) ◽  
pp. 210
Author(s):  
Vaijayanthi P ◽  
Shreenivasan Ka
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Management ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equity Structure ◽  
Affective Component ◽  
Cognitive Components ◽  
Brand Association

Objective: This study intends to operationalize brand equity and form a standard measure of it that could be used across cosmeceutical products to measure brand equity. It attempts to provide an indication of a set of items that can contribute to brand equity.Methods: A survey instrument containing the said brand equity concept was administered to a sample pool of 200 select beauticians and consumers of a leading Indian Cosmeceutical brand identified using stratified random sampling method, from among the universe of the users of the product in Tiruchirappalli district, Tamil Nadu.Results: The results obtained confirm that the dimensions, viz., brand awareness, perceived quality, brand loyalty, brand association, and brand image were found to significantly contribute to brand equity in cosmeceutical products. The regression confirms that perceived quality and brand associations are not causal drivers but are only indirect drivers of brand equity. Further, the dimension perceived quality was very strongly related with both brand loyalty and brand image, and brand loyalty was very strongly related with brand association among the beauticians segment of the sample. In the case of the brand equity dimensions among consumers, the brand association was very strongly related with brand awareness, perceived quality, and perceived quality was very strongly associated with the brand image.Conclusion: The outcomes of the study confirm that cognitive components of perceived quality and brand association were less contributing to brand equity and the affective component of brand loyalty had stronger underpinning on brand equity construction and hence play an important role in brand management. The brand equity structure gives a very good clarification of brand equity drivers and also their relationships, to formulate a cause and effect model. The model can form a basis for more action-based tactical and operational marketing strategies.

Employer brand equity measurement

2016 ◽  
Vol 15 (1) ◽  
pp. 29-33 ◽  
Author(s):  
Dmitry Kucherov ◽  
Violetta Samokish
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Awareness ◽  
Target Groups ◽  
Content Type ◽  
Brand Evaluation ◽  
The Core ◽  
Brand Measurement ◽  
Employer Brand ◽  
Practical Implications

Purpose – This paper aims to assess the value of the employer brand through employer brand equity. Design/methodology/approach – Based on the model of employer brand equity by B. Minchington, the core employer brand assets (employer brand awareness, associations, loyalty, perceived employment experience) for three large companies are measured and the total employer brand equity strength is evaluated. Findings – The paper demonstrates a quantitative approach to employer brand evaluation. It takes into account the core target groups of the employer brand and could be the integrated tool for the assessment of the employer brand equity strength and its separate assets. Practical implications – In the paper, the universal formula for total employer brand strength evaluation is proposed. It provides evidence that employer brand needs to be measured systematically and depending on the value of its particular assets different employer brand activities should be intervened. Originality/value – The value of this paper is to provide the human resource team with a holistic set of tools for employer brand measurement to comprehend the competitive position of the company as an employer on the labor market.

The Role of Brand Management in Emerging Markets

2014 ◽  
pp. 167-184 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Emerging Markets ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Corporate Branding ◽  
Management System ◽  
Brand Management ◽  
Brand Awareness ◽  
Brand Performance ◽  
Brand Association ◽  
Brand Quality

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

Branding and Mobile

2019 ◽  
pp. 493-528
Author(s):  
Yulia An ◽  
Kenneth E. Harvey
Keyword(s):  
Brand Equity ◽  
Brand Management ◽  
New Technologies ◽  
Real Life ◽  
Industry Studies ◽  
Logo Design ◽  
Management Function ◽  
Branding Strategies ◽  
Cross Platform ◽  
Business And Management

An overview of mobile's impact on branding strategy expands from discussion of chronological ages of branding to mobile's effects on the brand management function. The latter are structured around four steps of the brand management process, including planning and brand positioning, implementing branding strategies, measuring and analyzing performance of a brand, and sustaining brand equity over time and across geographic markets. With a focus on cross-platform branding and establishment of seamless mobile experience, the chapter explores various aspects of mobile's influence on branding. A strategic view on the mobile-first approach that permeates all aspects of the branding process from logo design to brand equity measurement is accompanied with real-life applications. Best practices illustrate changing perspectives in branding and include examples of how new technologies like iBeacon and augmented reality are used by leading brands. Examples are drawn from recent academic and industry studies in business and management with links to classic brand management literature.

ANALISIS EKUITAS MEREK PADA PERUSAHAAN ONLINE

2019 ◽  
Vol 1 (1) ◽  
pp. 55-78
Author(s):  
Mahardhika Cipta Raharja
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Value ◽  
Measurement Model ◽  
Positive Influence ◽  
Brand Awareness ◽  
Brand Value ◽  
Brand Trust ◽  
Online Business ◽  
Positive Effect

This study is an empirical study, entitled "Ekuitas Merek pada Perusahaan Online". The purpose of this study was to analyze the measurement model of brand equity in a online company, that if the traditional measurement model that has been used in the offline company applied to the online company.Subjects in this study were users of social networking site Facebook. The object of this study is brand awareness, brand value, brand trust, brand loyalty, and brand equity. Based on the results of research and data analysis with Structural Equation Modeling (SEM) showed that: (1) The level of consumer awareness no positive effect on brand equity from online business brand, (2) The value of the brand is not a positive influence on brand equity from online business brand, (3) Levels consumer trust is not a positive influence on brand equity from online business brand, (4) Positive impact of consumer loyalty to the brand equity of the business brand online, (5) Brand awareness has a positive effect on the value of the brand online business associations, (6) Brand awareness have a positive effect on the association of brand trust in online businesses, (7) The perceived value is not affected positively the trust level of brand in online business; (8) Trust has a positive effect on the level of brand loyalty in business online, and (9) The perceived value has a positive effect on the level of brand loyalty in business online.The implications of the above conclusion that in order to achieve the highest power of a brand, brand equity is measured in the form of an online business, an effort that can be done is to consider each of the dimensions of brand equity, including brand awareness, brand association (in the form of brand value and brand trust), and brand loyalty.

Sign in / Sign up

Export Citation Format

Share Document