Developing an Athlete Brand Identity Scale using Rasch analysis

2020 ◽  
Vol 10 (4) ◽  
pp. 431-449
Author(s):  
Annika Linsner ◽  
Brad Hill ◽  
Kirstin Hallmann ◽  
Popi Sotiriadou
Keyword(s):  
Rasch Analysis ◽  
Brand Management ◽  
Brand Image ◽  
Early Career ◽  
Brand Identity ◽  
Measurement Properties ◽  
Content Type ◽  
Self Image ◽  
Consumer Perspectives ◽  
Different Response

PurposeThis study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool (the Athlete Brand Identity Scale) to measure how closely an athlete's personal brand identity is aligned with their perceived brand image.Design/methodology/approachReference to existing athlete branding measurement tools and consultation with ten athlete experts generated (74) items considered important to an athlete brand. Two different response scales were then used to test those items in wider surveys of athletes and consumers. This allowed for further scale development and measurement of congruence between an athlete's self-image and the brand image held by consumers (within the same survey). Factor analysis and Rasch analysis were carried out to refine the item pool and assess item measurement properties to establish a concise scale for determining athlete brand identity.FindingsResults show successful identification of four dimensions of athlete brand identity measurement: athletic integrity, athletic success, fan engagement and character traits, informed development of the Athlete Brand Identity Scale (ABIdS). The unique and significant aspect of the ABIdS is its capacity to incorporate the athlete's perspective into brand management.Practical implicationsThe ABIdS can be utilised by early-career athletes to plan and prioritise branding efforts whilst established athletes can identify incongruence between self-image and consumer perceptions. Such gaps can be evaluated and branding activities modified accordingly. This will enable athletes to better access corporate support/sponsorship thereby reducing reliance on public funds.Originality/valueThe major difference between the ABIdS and other existing scales in the athlete brand research domain is the focus on the athlete perspective, as opposed to the consumer perspectives. Evaluating consumer perspectives does not explain how athletes perceive their own brand or how their own perception of their brand compares to that of people external to the brand (fans and consumers). The ABIdS developed in this study has the potential to achieve this objective as its design was driven by athlete perceptions but tested on both athletes and consumers.

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

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

Growth through repositioning – the case of IHCL

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shobha Menon
Keyword(s):  
Brand Management ◽  
Secondary Data ◽  
Basic Knowledge ◽  
Brand Identity ◽  
Strategy Execution ◽  
Market Conditions ◽  
Brand Architecture ◽  
Content Type ◽  
Brand Relationship ◽  
Branding Strategies

Theoretical basis This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be balanced with a certain amount of brand authenticity and continuity. Brand identity is the vision, core values and key beliefs of the brand. There are four main branding strategies as follows: house of brands, endorsed brands, sub-brands and branded house. These options can be placed in a continuum and the position on the branding relationship spectrum reflects the degree to which brands are separated in strategy execution and in the customer’s minds. Research methodology This case is based on secondary data, mainly from interviews of industry leaders in business journals, newspapers, research articles and industry reports, including from international organizations. Case overview/synopsis The case examines the frequent revisions in branding strategies by India’s second largest group of hotels – Indian Hotels Company Limited. Repositioning involves changing the market’s perceptions of an offering to compete more effectively in its target segments. However, a certain amount of continuity is also essential to the brand’s development over time. The case helps students to view the brand from two angles as follows: the angle of brand identity and the disruptive angle of new developments. They will examine the rationale for the frequent repositioning strategies using the brand relationship spectrum and whether these will affect the brand identity of the iconic brand Taj. Complexity academic level This case has been effectively used with MBA Marketing students in Product and Brand Management and Services Marketing classes to demonstrate how companies use repositioning strategies as a considered response to the market conditions. As competitive conditions and consumers evolve, changes in branding strategy will be necessitated. The students are expected to have basic knowledge of brand architecture and brand strategies. The case can be used to illustrate the brand relationship spectrum and the differences among branding strategies in brand architecture. 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.

Employee champions an inside job

2015 ◽  
Vol 31 (6) ◽  
pp. 33-35
Keyword(s):  
Financial Services ◽  
Design Methodology ◽  
Brand Management ◽  
Brand Identity ◽  
Brand Communication ◽  
Content Type ◽  
Internal Brand Management ◽  
Service Staff ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Internal brand management was a major contributor to job satisfaction, brand commitment and intention to stay for service staff at a Southern African financial services company. While brand identity and external brand communication play important roles in creating sound internal brand management, internal brand communication is the most important contributor. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Internal indentity-based brand management : How to consistently deliver the brand promise at the point of sale?

2006 ◽  
pp. 88-101
Author(s):  
Christoph Burmann ◽  
Philip Maloney
Keyword(s):  
Brand Management ◽  
Brand Image ◽  
Brand Identity ◽  
Management Model ◽  
Point Of Sale ◽  
Developed Economies ◽  
Brand Promise ◽  
Internal Brand Management ◽  
Identity Based ◽  
Common Understanding

In many well developed economies the number of brands as well as their perceived homogeneity is increas­ing for more than two decades. As a result, more and more brands appear interchangeable to their cus­tomers. To cope with this challenge it is necessary to develop a unique brand identity and to assure that this is being consistently delivered at all brand touch points. The latter requires that everyone who acts as a brand representative behaves according to the brand identity. Common understanding of and commit­ment to the brand are necessary prerequisites. A first model for internal identity-based brand manage­ment intended to fulfil these prerequisites was recently developed at the chair for innovative brand man­agement. The model is explicitly targeted at employees. This paper draws attention to yet another group of stakeholders which influences the brand image sub­stantially: the brands distributors. Empirical research has shown that particularly those internal refer­ence groups1 that have intensive interaction with the customers are able to influence the brand image. The purpose of this article is to assess whether the internal brand management model developed for employ­ees applies to distributors and to extend the existing model for the distributor context if necessary.

scholarly journals Analysis of Brazilian fashion sectorial brand identity

2018 ◽  
Vol 22 (3) ◽  
pp. 291-314 ◽  
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Janaina de Moura Engracia Giraldi ◽  
Vish Maheshwari
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Brand Image ◽  
Brand Identity ◽  
Fashion Industry ◽  
External Market ◽  
Content Type ◽  
Great Divergence ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.

Identification and measurement of brand identity and image gap: a quantitative approach

2014 ◽  
Vol 23 (3) ◽  
pp. 207-219 ◽  
Author(s):  
Dilip Roy ◽  
Saikat Banerjee
Keyword(s):  
Brand Image ◽  
Focal Point ◽  
Basic Research ◽  
Quantitative Approach ◽  
Brand Identity ◽  
Quantitative Methodology ◽  
Image Perception ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Knowledge Structure

Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in reality, not all are successful to synchronize communicated brand identity and image perception. So, the identification and measurement of identity-image gap is essential. Design/methodology/approach – Based on the literature review, the authors propose a conceptual model for the study and generate the basic research questions. In this study, Kapferer’s brand identity prism has been taken as the focal point of study to measure brand identity. So far as the vector measure is concerned, a p-dimensional setup is present, each dimension representing each facet of Kapferer’s brand identity prism. Now, given these sets of observations, the authors introduce for each set, a multivariate distributional setup to represent the underlying population behavior. Findings – In this study, a theoretical framework is proposed to identify and measure brand identity and image consistency. To minimize the problem associated with subjective decisions, an objective procedure has been proposed to measure the brand knowledge structure of company personnel, consumers and channel members about the considered brands. The results of this study show that brand knowledge consistency is missing among marketers, consumers and channel members for considered brands. The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Practical implications – The proposed methodology may help marketers to measure the identity-image gap in a more objective manner with pinpoint accuracy by adopting a quantitative approach. Once a gap is identified, it will be easy for marketers to adopt possible measures to bridge the gap. This helps brand marketers to understand the branding process more objectively. Originality/value – To the best of the authors' knowledge, there is a lack of concrete quantitative approach, attempting to discuss the methodology to measure the gap between brand identity facets and brand image. In this backdrop, this might be the first paper offering a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers.

Brand identity fit in co-branding

2014 ◽  
Vol 48 (7/8) ◽  
pp. 1239-1254 ◽  
Author(s):  
Na Xiao ◽  
Seung Hwan (Mark) Lee
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Underlying Mechanism ◽  
Brand Identity ◽  
Content Type ◽  
Image Fit ◽  
Biased Assimilation ◽  
The Relationship ◽  
Practical Implications

Purpose – This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers’ attitude toward co-branding. Design/methodology/approach – Two experiments were conducted to test the research hypotheses. Findings – Study 1 results reveal that when C-B identification is low, consumers’ co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand. Research limitations/implications – First, while the authors focus particularly on BI fit, it may be fruitful for marketers to combine BI fit with other types of fit such as functional dimension fit and product category fit. For example, while the results suggest marketers should co-brand with low BI fit pairs when targeting at low C-B identification consumers, this recommendation should be taken in conjunction with how consumers respond to other co-branding fit strategies. Second, the authors encourage future researchers to explore deeper into the consumer coping in other contexts. As these elements are critical to consumers’ attitudes, it will be beneficial to see how decoupling or biased assimilation strategies differ in other co-branding fit contexts. Practical implications – The authors advise marketers to consider both the level of BI fit and the level of C-B identification when looking for a co-brand partner. When targeting low C-B identification consumers, it is better for marketers to find a co-branding partner with a low BI fit than high BI fit. This is a counterintuitive finding given that higher fit (e.g. product category fit and brand image fit) is often associated with positive evaluations. For high C-B identification consumers, BI fit does not adversely affect consumer attitudes (and loyalty). Thus, these consumers are safer targets for marketers in terms of maintaining attitudes. Second, the authors find that when perceived BI fit is low, decoupling strategy is more effective than biased assimilation strategy at defending the positive evaluations of the focal brand. However, when perceived BI fit is high, the two coping strategies have little difference in influencing co-branding attitudes. Thus, the authors advise marketers to encourage their consumers to cope using a decoupling strategy to garner higher attitudes. Originality/value – The authors introduce BI fit as an important abstract dimension of brand image fit when facing co-branding decisions. Overall, our results demonstrate C-B identification moderates the effects of BI fit on co-branding attitudes. Counter-intuitively, the results suggest that low BI fit co-branding can also generate higher attitudes depending on consumers’ level of brand identification. Moreover, marketers must also be wary of how consumers cope with co-branding, as coping explains the underlying mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping moderates the relationship between perceived BI fit and co-branding attitudes.

scholarly journals Hermeneutics as innovative method to design the brand identity of a nanotechnology company

2018 ◽  
Vol 12 (2) ◽  
pp. 181-205 ◽  
Author(s):  
Davide Settembre-Blundo ◽  
Alfonso Pedro Fernández del Hoyo ◽  
Fernando Enrique García-Muiña
Keyword(s):  
Business Strategy ◽  
Brand Management ◽  
Corporate Identity ◽  
Brand Identity ◽  
Content Type ◽  
New Business ◽  
Brand Perception ◽  
Main Input ◽  
Interpretative Approach ◽  
Industrial Branding

Purpose The purpose of this paper is to develop an innovative branding method based on the hermeneutical approach and interpretive theory, to respond to the need of a simple and effective tool to build corporate identity through an industrial brand identity design and, being a new business, has been considered the brand perception of their stakeholders as the main input to analyze. Design/methodology/approach The case study of a small- and medium-sized enterprise (SME), that produces nanomaterials for the business-to-business (B2B) industrial market, is used to design the new hermeneutic branding method. The methodology process has been structured in four phases that have marked the investigation and that correspond to four different levels of knowledge that, in succession, between them, constituted the so-called hermeneutic circle. Findings This new approach allowed us to understand the social phenomenon related to the brand: its characteristic, context and the brand itself. Though hermeneutic analysis has confirmed that business strategy is only part of a more complex system of brand management, it must also consider the competitive environment and the views of the stakeholders. Practical implications This paper contributes to research on industrial branding by adopting the hermeneutical approach in managerial practice. This paper is the first of its kind in detail modelling the design phases of a B2B brand, providing an operational tool for marketing specialists. Originality/value There is a lack of research studies in the methods for designing industrial brands. The contribution of this paper lies in proposing a new interpretative approach that, acknowledging the different expectations of the stakeholder in the supply chain, allows to draw a B2B brand that communicates the system values of the product and company.

Branding effectiveness measurement in non-profit environment

2019 ◽  
Vol 16 (1) ◽  
pp. 4-22 ◽  
Author(s):  
Ebha Garg ◽  
Sanjeev Swami ◽  
Sunita Kumari Malhotra
Keyword(s):  
Social Impact ◽  
Brand Image ◽  
Hierarchical Structures ◽  
Brand Identity ◽  
Performance Parameters ◽  
Brand Performance ◽  
Content Type ◽  
Non Profit ◽  
Effectiveness Measurement ◽  
Resource Generation

Purpose Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The purpose of this paper is, therefore, to propose an integrated branding effectiveness measurement metrics for non-profit organizations (NPOs). Design/methodology/approach Judgmental and simple random sampling techniques are used for data collection. The final sample comprises 150 respondents including donors, volunteers, beneficiaries and media who were administered interview schedules. Based on the ratings given by the respondents regarding branding effectiveness parameters of the five NPOs of a major city in Northern India, branding effectiveness score of each NPO is computed. The branding measures adopted by NPOs rated high are selected in the proposed brand effectiveness metrics. Findings The proposed metrics encapsulates brand identity parameters such as management profile, vision, culture, as well as brand image parameters such as brand awareness, brand understanding, brand association of the stakeholders, etc. The metrics also link the two through brand performance parameters. Research limitations/implications Multiple hierarchical structures of government infested with bureaucracy and lack of specialized staff with focused approach have reduced the effectiveness of their socio-development programs in emerging economies. This has led to an increase in number, diversity and impact of NPOs that compete for resource generation. Branding is a powerful tool for NPOs not only for resource generation but also for driving the social goals. The branding effectiveness metrics would help NPO managers reinforce the internal identity by increasing the cohesion and the capacity of the organization as well as create a strong brand image by garnering the support of multiple stakeholders through mutual trust thereby creating a greater social impact. Originality/value The uniqueness of the study stems from the fact that the proposed branding effectiveness measurement metrics in non-profit environment encapsulates brand image, brand identity and brand performance parameters.

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