Executive marketing background, corporate trademark and brand management

2019 ◽  
Vol 2 (3) ◽  
pp. 345-367
Author(s):  
Chao Chen ◽  
Rongxi Luo
Keyword(s):  
Brand Management ◽  
Positive Impact ◽  
National Policy ◽  
Multiple Linear Regression Model ◽  
Developed Countries ◽  
Economic Transformation ◽  
Brand Strategy ◽  
Content Type ◽  
Patent Output ◽  
Made In China

Purpose With many years’ economic transformation from “Made in China” to “Created in China,” the State Council has set May 10th as annual “China’s Brand Day” from 2017. This action indicates the implementation of brand strategy and the new national policy of promoting China’s brands. The purpose of this paper is to examine the influence of marketing background of top management team (TMT) on trademark and brand output. Design/methodology/approach Using the trademark application data of Chinese-listed companies, this paper constructs a multiple linear regression model and uses the OLS method. This research also uses two-stage regression to examine the effect of endogeneity on the results. Findings Our results show that the higher the proportion of executives with marketing background in TMT, the more the number of trademark applications. Furthermore, we document that the positive impact of TMT marketing background on the number of trademark applications is more pronounced in non-state-owned enterprises, companies with more patent output and companies whose CEO has marketing background, indicating that when TMT can play a bigger role, companies have better innovation ability and team collaboration is more efficient, the promoting role of TMT marketing background on the number of corporate trademark applications will be stronger. Originality/value This research focuses on the world’s largest emerging economy – China, which is different from the existing literature that is mainly based on western developed countries. With China’s economy stepping into a new normal and consumption upgrading, it is important and worthy of a deep discussion about which factors affect the company’s trademark and brand management.

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

2019 ◽  
Vol 9 (3) ◽  
pp. 1-18
Author(s):  
Nicolas Kervyn ◽  
Judith Cavazos Arroyo ◽  
Fernando Rey Castillo Villar ◽  
Rosa Andrea Gomez Zuñiga
Keyword(s):  
Learning Outcomes ◽  
Portfolio Management ◽  
Consumer Culture ◽  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Strategy ◽  
Content Type ◽  
Academic Level ◽  
The Difference

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

Unveiling the corporate brand: the role of portfolio composition

2020 ◽  
Vol 37 (3) ◽  
pp. 279-290
Author(s):  
Veronica Gabrielli ◽  
Ilaria Baghi
Keyword(s):  
Internal Consistency ◽  
Brand Equity ◽  
Brand Management ◽  
Product Category ◽  
Mediation Effect ◽  
Brand Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Brand Portfolio

Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.

Bricolage as capability for frugal innovation in emerging markets in times of crisis

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Leandro Lima Santos ◽  
Felipe Mendes Borini ◽  
Moacir de Miranda Oliveira ◽  
Dennys Eduardo Rossetto ◽  
Roberto Carlos Bernardes
Keyword(s):  
Emerging Markets ◽  
Structural Equation ◽  
Resource Constraints ◽  
Positive Impact ◽  
Developed Countries ◽  
Resource Scarcity ◽  
Equation Modeling ◽  
Survey Method ◽  
Frugal Innovation ◽  
Content Type

PurposeThis research aims to answer the following question: Could bricolage become a capability for companies in emerging markets to develop frugal innovations in times of crisis? Therefore, in this paper the main aim is to identify whether in times of crisis the development of frugal innovation in emerging markets depends on the bricolage capability.Design/methodology/approachThe hypotheses were statistically tested using the structural equation modeling technique, with data collected through the survey method applied to 215 companies in Brazil.FindingsThe results allowed support for the hypothesis that bricolage capability has a positive impact on the development of frugal innovation. Therefore, a mediating test was verified, allowing confirmation that to develop frugal innovation in emerging markets, bricolage becomes a required capability for companies in times of crisis.Research limitations/implicationsThe limitation of this study lies in considering the effect of bricolage on frugal innovation only in the context of Brazil, while in developed countries this effect may be similar, as they also suffer from resource constraints caused by crises.Practical implicationsThis research provides insights to guide managers by highlighting bricolage as a key managerial capability for the development of frugal innovation. A set of managerial recommendations are provided based on bricolage skills.Originality/valueThe study has contributed to the literature on bricolage and frugal innovation by addressing bricolage as an antecedent of frugal innovation in emerging markets, especially when those markets are affected by resource scarcity.

The effects of equity financing and debt financing on technological innovation

2019 ◽  
Vol 14 (4) ◽  
pp. 698-715 ◽  
Author(s):  
Ling Zhang ◽  
Sheng Zhang ◽  
Yingyuan Guo
Keyword(s):  
Technological Innovation ◽  
Design Methodology ◽  
Econometric Model ◽  
Positive Impact ◽  
Risk Preference ◽  
Developed Countries ◽  
Risk Tolerance ◽  
Debt Financing ◽  
Equity Financing ◽  
Content Type

Purpose The purpose of this paper is to compare the effects of equity financing and debt financing on technological innovation, and prove that the enhancement of a financing system’s risk tolerance for technological innovation can enhance the innovation risk preference of enterprises and thus promote innovation. Design/methodology/approach This study is based on a transnational sample of 35 developed countries from 1996 to 2015, by using the panel econometric model to empirically examine the effects of two financing modes on innovation. Findings The findings showed that equity financing, which has higher risk tolerance, has a more positive impact on innovation than debt financing in terms of both economic uptrend and economic downtrend, and that government efficiency plays a significant role in supporting the performance of technological innovation. Originality/value The paper provides a research framework for examining how a financing system’s risk tolerance capacity affects the development of technological innovation through promoting risk preference among enterprises. This paper provides transnational and cross-cycle comparative evidence that equity financing with a strong risk tolerance capacity can better support technological innovation, even in periods of economic downtrend. Moreover, the importance of financing system’s risk tolerance capacity for innovation during economic crises is discussed.

Jumeirah Group: STAY DIFFERENT™

2011 ◽  
Vol 1 (4) ◽  
pp. 1-15
Author(s):  
Melodena Stephens Balakrishnan
Keyword(s):  
Marketing Strategy ◽  
Brand Management ◽  
Subject Area ◽  
Hospitality Management ◽  
Communication Strategy ◽  
Brand Strategy ◽  
Market Place ◽  
Content Type ◽  
Global Brand ◽  
Arts And Culture

TitleJumeirah Group: STAY DIFFERENT™Subject areaBrand strategy, marketing strategy, service marketing, hospitality management and international marketing strategy.Study level/applicabilityPost‐graduate‐level students; practitioners from the hospitality sector, brand management, corporate social responsibility (CSR) and the arts and culture field may also benefit from the case.Case overviewJumeirah Group is a luxury hospitality company that is implementing a global brand strategy after developing a strong‐regional reputation. Jumeirah's strong cultural alignment to its Dubai heritage in the form of its hallmarks and communication tag line “Stay Different” is being translated into events, activities, sponsorship and more importantly in terms of service to create a symbolic and experiential brand strategy. For Alice Royton, the Director of Branding for Jumeirah Group, the dilemma was how to maintain the thrust forwards as a top luxury brand and keep brand synergy especially as Jumeirah was increasing its portfolio and the competitive arena heats up in the international market place.Expected learning outcomesCreation of stakeholder value, brand strategy looking at various brand levels, using arts and culture as part of CSR initiative; communication strategy, emotional touch points and moment of truth as part of interactive service strategy; CRM and loyalty.Supplementary materialsTeaching notes.

scholarly journals International actors and trade unions during postsocialism and after: the case of Romania

2018 ◽  
Vol 40 (4) ◽  
pp. 692-708 ◽  
Author(s):  
Dragoș Adăscăliței ◽  
Ștefan Guga
Keyword(s):  
Labour Market ◽  
Trade Unions ◽  
Industrial Relations ◽  
National Policy ◽  
Economic Transformation ◽  
Content Type ◽  
Fiscal Austerity ◽  
The Impact ◽  
Changing Role ◽  
New Evidence

Purpose The purpose of this paper is to explain why, in spite having a relatively powerful labour movement at the start of the economic transformation, Romania ended up with a highly deregulated system of industrial relations in the aftermath of the global economic crisis of 2009 and with trade unions which seem incapable to defend their interests. Design/methodology/approach The authors trace the changing role that Romanian trade unions had in national policy making and show that the beginning of 2000s represents a critical point for the power loss sustained by organised labour. Findings The authors argue that a key element for explaining labour’s decline is the growing pressure exercised by various international organisations for the adoption of deregulatory labour market reforms. While during the 1990s this pressure was circumvented by successive governments which peddled back and forth between union wage pressure and fiscal austerity measures, beginning with 2000s, EU accession conditionalities coupled with IMF and World Bank policy recommendations enabled the international deregulation agenda to be implemented without much opposition. Originality/value The paper brings new evidence on the impact of international actors on the Romanian collective bargaining and labour market institutions.

Management of a luxury brand: dimensions and sub-variables from a case study of LVMH

2014 ◽  
Vol 18 (2) ◽  
pp. 231-248 ◽  
Author(s):  
RayeCarol Cavender ◽  
Doris H. Kincade
Keyword(s):  
Brand Management ◽  
Historical Review ◽  
Brand Strategy ◽  
Review Of Literature ◽  
Luxury Goods ◽  
Content Type ◽  
Luxury Brand ◽  
Trade Offs ◽  
Growing Body

Purpose – The purpose of this paper is to develop industry specific operational definitions for marketing dimensions and sub-variables in the luxury goods industry that will contribute to the growing body of company-based research on luxury brand management. Design/methodology/approach – Case study of a leading luxury goods conglomerate provides operational definitions and insight into best practices for management of a luxury goods brand through an in-depth historical review and analysis of variables, measures, relationships, and patterns that emerged throughout the study of the sample company. Findings – Successes and failures of brand management for the sample company for the umbrella variables of brand strategy, growth trade-offs, and strategic planning, and their associated sub-variables, were identified in the review of literature and were analyzed, adapted, and enumerated according to findings from the case study. Research limitations/implications – Results limited to the study of one sample company. Common themes were identified in the management of a luxury brand that can be used by researchers to study other luxury companies. Practical implications – Variables and measures for luxury brand management were identified throughout the review of literature and verified throughout the case study as being instrumental in brand management success of a leading luxury goods conglomerate and may be relevant to other luxury companies aiming to hone their brand management strategies. Originality/value – Luxury goods research is increasing in prominence, but the majority of this research is consumer-based. This research contributes to the growing body of company-based luxury research.

Make or buy the brand: strategic direction of brand management

2014 ◽  
Vol 30 (3) ◽  
pp. 1-3 ◽  
Author(s):  
Henrik Uggla
Keyword(s):  
Business Strategy ◽  
Design Methodology ◽  
Brand Management ◽  
Brand Strategy ◽  
Content Type ◽  
Strategic Direction ◽  
Management Paradigms ◽  
Alternative Approaches ◽  
Traditional Approaches ◽  
Practical Implications

Purpose – The purpose of this paper is to unfold the strategic direction of different brand management paradigms. Design/methodology/approach – The paper is based on comparison between diverse brand management paradigms. Findings – A make or buy approach to brand management eventually allows for an improved integration of brand strategy with business strategy, compared to more traditional approaches. Practical implications – The perspectives and ideas discussed may potentially encourage a more entrepreneurial and business oriented approach to brand management. Originality/value – The value of this paper emerge from the juxtaposition of different approaches to brand management, unfolding alternative approaches to the integration of brand and business strategy.

Causal effects of immigration inflows on house prices in a traditionally non-destination country

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Woei Chyuan Wong ◽  
Jan-Jan Soon
Keyword(s):  
Fixed Effects ◽  
Positive Impact ◽  
House Prices ◽  
Housing Prices ◽  
House Price ◽  
Developed Countries ◽  
Annual Data ◽  
Content Type ◽  
Variable Approach ◽  
The Impact

Purpose The purpose of this study is to examine the causal impact of international immigration inflows on housing prices at the state level in Malaysia from 2007 to 2018. Design/methodology/approach Hedonic regressions using both fixed effects and first difference approaches are used to estimate the impact of immigration inflows on house prices in Malaysia. This study deals with potential endogeneity of immigrants’ choices of destination states in Malaysia by using a shift-share instrument variable approach. Specifically, historical shares of immigrants in a state are used to predict current immigrant inflows to a particular state. The predicted value of immigration flows is then inserted into the house price regression models in place of the actual immigration flows. Findings Using annual data for 14 states from 2007 to 2018, this study documents the positive impact of immigration inflows on house prices in Malaysia. The authors find that a 1% increase in immigration inflows is associated with an increase of 10.2% (first difference) and 13.4% (fixed effects) in house prices. The economic impact is larger in magnitude than that found in developed countries. Contrary to existing studies that find immigration inflows to be associated with native flight, the authors find support for the attraction effects hypothesis, where immigration inflow is positive and significantly related to net native flows. Research limitations/implications The effects of immigration inflows are economically significant, considering that the effects are 10 times larger than those documented in the USA. Policymakers in Malaysia ought to monitor house price trends in immigrant-popular states to ensure that natives are not priced out by new immigrants. Originality/value To the best of the authors’ knowledge, this is perhaps the first study to focus on the relationship between immigration inflows and house prices in Malaysia. Focusing on Malaysia has at least two originality aspects. First, Malaysia is relatively not an immigrant-popular destination. Second, Malaysia has a multiracial and heterogenous society among its natives. The findings, obtained within these two settings, would therefore provide a wider scope of result generalization, and natural experiment grounds for causal implications of our results.

Failed synergy from brand alliance: what Volvo learned in China?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xinyu Guo ◽  
Yan Meng ◽  
Jie Xiong
Keyword(s):  
Multinational Enterprises ◽  
Brand Management ◽  
Current Theory ◽  
Domestic Firm ◽  
Brand Strategy ◽  
Chinese Market ◽  
Content Type ◽  
Fast Growing ◽  
Brand Alliance ◽  
The Difference

Purpose Brand alliance strategy is a popular strategy for multinational enterprises entering foreign markets, especially when domestic firms in the host market have a relatively weaker brand image. However, Volvo Construction Equipment's failure to acquire a domestic firm in China (Shandong Lingong Construction Machinery Company Limited [SDLG]) challenges existing management theory. Thus, the purpose of this study is to understand the reasons behind the failure of a leading international brand’s acquisition of a local brand in a fast-growing developing country. Design/methodology/approach This paper conducted a case study to illustrate how Volvo failed to benefit from the dual-brand strategy by analyzing its brand architecture strategy, the industry specificity of its heavy equipment, issues around its complex dealership and the implementation of optimal distinctiveness for the Volvo brand after acquiring SDLG. Findings Although Volvo’s dual-brand strategy with SDLG was theoretically valid, in practice, the strategy made the two brands very distinct in their business-to-business (B2B) consumers’ perception and dealers’ operation. Given a wrong estimation of Chinese demand in its premium market, Volvo, which targeted only the Chinese premium market, failed to benefit from its brand alliance with SDLG in the Chinese market. Originality/value The analysis of Volvo’s acquisition of SDLG enriches the current theory of international business and brand management. In particular, the results provide new insights into how leading international brands can avoid potential failure in a fast-growing market. Moreover, this paper highlights the difference of branding strategy in the B2B and business-to-consumer markets, which carries value to business executives.

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