You no longer control your brand

2015 ◽  
Vol 31 (7) ◽  
pp. 20-22
Keyword(s):  
Symbolic Capital ◽  
Consumer Products ◽  
Economic Capital ◽  
Brand Identity ◽  
Target Market ◽  
Marketing Theory ◽  
Content Type ◽  
Know How ◽  
Brand Development ◽  
Practical Implications

Purpose – To draw parallels between the development of brand identity by successful contemporary artists and the use by mainstream companies of social and ethical factors or product innovation to act as a focus for their brand narrative. Design/methodology/approach – Analyzes the workings of the art market and provides examples of brand development by celebrity artists. Discusses the relationships between social, cultural, and economic capital and shows how this distinction can be profitably used in the development and marketing of consumer products. Findings – Marketing ain’t what it used to be. That tightly controlled brand identity is a thing of the past. In an era dominated by social media, everyone – but everyone – can share their opinion on what your brand stands for. Supporters, detractors, activists […] like them or loathe them, you need to know how this model works if you want to grow the business. Practical implications – Shows how the development of symbolic capital can subsequently lead to financial success when marketers highlight company characteristics that appeal to their target market rather than emphasizing the profit motive. Social implications – Advocates paying less attention to “what the consumer thinks they want” and more to marketing creative concepts. Originality/value – Proposes a departure from traditional marketing theory and practices. Recommends that companies become more product-focused in order to achieve a higher rate of innovation.

Development of a sustainable brand identity model: fostering the implementation of SDGs in the Brazilian power sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adriana Cristina Ferreira Caldana ◽  
Marina Lourenção ◽  
Caroline Krüger ◽  
Adriana Fiorani Pennabel ◽  
Neusa Maria Bastos Fernandes dos Santos
Keyword(s):  
Identity Management ◽  
Participant Observation ◽  
Model Development ◽  
Brand Identity ◽  
Marketing Theory ◽  
Power Sector ◽  
Content Type ◽  
Theoretical Contribution ◽  
Identity Model ◽  
Practical Implications

PurposeThis study aims to develop a sustainable brand identity model to help organizations align their managerial practices to sustainable development goals (SDGs) and examine its applicability for a Brazilian electrical sector company.Design/methodology/approachA systematic qualitative review of the literature was carried out to provide a theoretical basis for the attributes chosen to compose the sustainable brand identity management (SBIM) model. To apply the model, the authors collected the data from internal and public domain documents, semi-structured in-depth interviews and non-participant observation of the company's work environment.FindingsThe first SBIM model was developed. The Brazilian power sector company implemented sustainable actions related to most of the models' attributes, contributing to the SDGs. A research agenda was presented.Research limitations/implicationsThe theoretical contribution is provided toward brand identity and sustainability literature with the sustainable brand identity model development and the conceptual explanation regarding its attributes.Practical implicationsThe practical implications are provided from the model application to an electrical company leading to some managerial suggestions that might be used to companies willing to align their practices to sustainability.Originality/valueThe studies on SDG and brand identity models were analyzed in order to create the first SBIM model. This article extends the concept of the brand identity of marketing theory by linking its core to sustainability actions, so far not addressed in academic studies.

Long gone the glory days

2014 ◽  
Vol 4 (4) ◽  
pp. 284-297 ◽  
Author(s):  
André Richelieu ◽  
Stéphanie Lessard
Keyword(s):  
Brand Identity ◽  
Analysis Method ◽  
Content Type ◽  
Know How ◽  
Brand Promise ◽  
Football Clubs ◽  
History Of ◽  
European Football ◽  
The 1960S ◽  
Practical Implications

Purpose – The purpose of this paper is to identify the catalyzing factors team managers of previously successful European football clubs could capitalize on in order to build or rebuild the brand identity of their respective team via the Europa League. Design/methodology/approach – The authors followed a case analysis method. The authors selected teams that have had a history of good performance in European competitions in the 1960s, 1970s, 1980s and early 1990s, before falling off the radar. A total of 19 teams, representing 15 countries, accepted the invitation. Findings – The managers underlined eight major catalyzing factors. The managers specifically emphasize the importance of branding and how it can crystallize the promise these teams articulate to their fans, on and off the football pitch. Moreover, the values that a team encapsulates and communicates through its daily actions seem to represent the essence of the brand. Research limitations/implications – One risk relates to the respondents who could very well know what a brand is and how a brand should be managed in theory, but it does not necessarily mean that they know how to do it at all. Practical implications – The paper highlighted the importance of shrewd management, especially when resources are scarce. A competition such as the Europa League might provide some room to maneuver but, above all, the organization must deliver the brand promise to its fans. Originality/value – This is one of the first studies looking at the leverage a European football competition could provide to previously successful clubs.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

Means-ends based know-how mapping

2017 ◽  
Vol 21 (2) ◽  
pp. 454-473 ◽  
Author(s):  
Arnon Sturm ◽  
Daniel Gross ◽  
Jian Wang ◽  
Eric Yu
Keyword(s):  
Graduate Students ◽  
Design Methodology ◽  
Expert Knowledge ◽  
Design Science ◽  
Content Type ◽  
Know How ◽  
Knowledge Domains ◽  
Prototype Tool ◽  
Novel Approach ◽  
Practical Implications

Purpose The purpose of this paper is to report on research that aims to make knowledge, and in particular know-how, more easily accessible to both academic and industrial communities, as well as to the general public. The paper proposes a novel approach to map out know-how information, so all knowledge stakeholders are able to contribute to the knowledge and expertise accumulation, as well as using that knowledge for research and applying expertise to address problems. Design/methodology/approach This research followed a design science approach in which mapping of the know-how information was done by the research team and then tested with graduate students. During this research, the mapping approach was continuously evaluated and refined, and mapping guidelines and a prototype tool were developed. Findings Following an evaluation with graduate students, it was found that the know-how maps produced were easy to follow, allowed continuous evolution, facilitated easy modification through provided modularity capabilities, further supported reasoning about know-how and overall provided adequate expressiveness. Furthermore, we applied the approach with various domains and found that it was a good fit for its purpose across different knowledge domains. Practical implications This paper argues that mapping out know-how within research and industry communities can further improve resource (knowledge) utilization, reduce the phenomena of “re-inventing the wheel” and further create linkage across communities. Originality/value With the qualities mentioned above, know-how maps can both ease and support the increase of access to expert knowledge to various communities, and thus, promote re-use and expansion of knowledge for various purposes. Having an explicit representation of know-how further encourages innovation, as knowledge from various domains can be mapped, searched and reasoned, and gaps can be identified and filled.

Three-dimensional sustainability of Kaizen

2018 ◽  
Vol 30 (4) ◽  
pp. 391-408 ◽  
Author(s):  
Jesus Mendez ◽  
Mercedes Vila-Alonso
Keyword(s):  
Design Methodology ◽  
Three Dimensional ◽  
Well Being ◽  
Transformation Process ◽  
First Century ◽  
Content Type ◽  
Analytical Technique ◽  
Know How ◽  
Practical Implications

Purpose The purpose of this paper is to know, from a three-dimensional perspective (operational, emotional and behavioral), the process of “putting down roots” related with the implementation of Kaizen until it becomes sustainable. The research aims to know how this “putting down roots” process is carried out, what transformations occur, what elements are involved and what role they represent in achieving sustainability. Design/methodology/approach For this purpose, a methodology based on the case study has been used, an interpretive approach to reality has been adopted as a paradigm and the Grounded Theory has been applied as an analytical technique. Findings The results suggest the existence of a transformation process that leads to creating new habits, beliefs and feelings, a phenomenon that the authors identify as a three-dimensional learning process (operational, emotional and behavioral). Practical implications This type of learning is perceived as a transition toward an organizational culture that ensures the roots of the Kaizen principles, which is essential for its sustainability and which favors the creation of talent and the well-being of employees, two challenges that the Kaizen of the twenty-first century must face. Originality/value The document includes innovative contributions to the Kaizen sustainability phenomenon, as it is dealt with from a three-dimensional perspective that underlies the inhibitors and enablers known in the current literature.

Why lessons learnt are lost

2019 ◽  
Vol 28 (5) ◽  
pp. 677-690 ◽  
Author(s):  
Muhammad Haris ◽  
Abdur Rehman Cheema ◽  
Chamila Subasinghe
Keyword(s):  
Case Studies ◽  
Content Type ◽  
Good Practices ◽  
Know How ◽  
Cultural Preferences ◽  
Lessons Learnt ◽  
Cultural Preference ◽  
Housing Reconstruction ◽  
And Training ◽  
Practical Implications

Purpose The purpose of this paper is to reduce the gap in understanding the complexity of barriers, their modifiers and how these barriers and their modifiers result in malpractices and missed good practices in post-earthquake reconstruction contexts. This paper provides insights to the often asked question: why the lessons learnt from one earthquake event are not actually learnt and many of the mistakes around housing reconstruction are repeated? Design/methodology/approach The paper is based on the review of the literature of the top deadliest earthquakes in the developing countries and the two case studies of the 2005 Kashmir and 2015 earthquake in Pakistan. Findings Multifarious barriers, their modifiers, malpractices and missed good practices are deeply interwoven, and endemic and include weak financial standing, lack of technical know-how, vulnerable location, social and cultural preference, affordability and availability of materials, over-emphasis on technical restrictions, inefficient policies, lack of clarity in institutional roles, monitoring and training. Research limitations/implications The study is desk based. Practical implications A better understanding of barriers can help disaster-related organisations to improve the planning and implementation of post-earthquake housing reconstruction. Social implications The study contributes to the understanding concerning various social and cultural preferences that negotiate the Build Back Better (BBB) process. Originality/value The study offers a distinctive perspective synthesising the literature and the two case studies to sharpen the understanding of the complexity of barriers to BBB.

The MAYA principle as applied to apparel products

2019 ◽  
Vol 23 (4) ◽  
pp. 587-607
Author(s):  
Lina M. Ceballos ◽  
Nancy Nelson Hodges ◽  
Kittichai Watchravesringkan
Keyword(s):  
Product Design ◽  
Consumer Products ◽  
Strategic Decisions ◽  
Apparel Design ◽  
Aesthetic Preference ◽  
Content Type ◽  
Aesthetic Properties ◽  
Definition Of ◽  
Practical Implications ◽  
Primary Predictor

Purpose There are numerous design principles that can guide strategic decisions and determine good product design. One principle that has received considerable attention in the literature is the MAYA principle, which suggests that consumers seek a balance of typicality and novelty in products. The purpose of this paper is to test the MAYA principle specific to various categories of apparel. By drawing from the MAYA principle as a two-factor theory, the effects of specific aesthetic properties (i.e. typicality and novelty) of apparel products on consumer response were examined. Design/methodology/approach An experimental design in three phases was implemented. Findings Results revealed that typicality is the primary predictor of aesthetic preference relative to pants and jackets, while both typicality and novelty are significant predictors of aesthetic preference relative to shirts, suggesting that the MAYA principle better explains aesthetic preference relative to shirts. Research limitations/implications Understanding consumers’ reactions to product design provides potential value for academics as well as practitioners. Practical implications Consideration of both aesthetic properties is needed when implementing the MAYA principle in apparel design. Originality/value Although studies have examined the MAYA principle relative to consumer products, few have examined how the principle operates relative to apparel products. The definition of a design principle, such as the MAYA principle, assumes that the logic proposed should apply to all types of products. Yet, this empirical study reveals that this is not the case when applied across different apparel categories.

The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach

2017 ◽  
Vol 34 (3) ◽  
pp. 202-213 ◽  
Author(s):  
Lina Pileliene ◽  
Viktorija Grigaliunaite
Keyword(s):  
Marketing Research ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Brain Potentials ◽  
Advertising Campaign ◽  
Content Type ◽  
Brand Position ◽  
Questionnaire Research ◽  
Practical Implications ◽  
Selection Of

Purpose The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising. Design/methodology/approach The paper presents findings using both neuromarketing and traditional marketing research methods. Findings The findings are based on the results of P300 event-related brain potentials, eye-tracking experiments and a questionnaire research. It was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness. Practical implications The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form attitude, then selecting a celebrity as the FMCG advertising spokesperson is recommended, but if the aim of the FMCG advertising campaign is to enhance brand awareness, it is recommended to select a non-celebrity spokesperson. Furthermore, the brand should be presented at the top of the advertisement’s layout, particularly when a celebrity is chosen as a spokesperson because this allows lowering the possibility of the “vampire effect” occurrence. Originality/value As a study on the effect of a female spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and neuroscience to analyze and evaluate consumer behavior. This research is also relevant to businesses, because it provides guidelines for the selection of female advertising spokespersons in the context of FMCG advertising.

From international travelling consumer to place ambassador

2017 ◽  
Vol 34 (3) ◽  
pp. 425-443 ◽  
Author(s):  
Alessandro De Nisco ◽  
Nicolas Papadopoulos ◽  
Statia Elliot
Keyword(s):  
Structural Equation ◽  
Destination Image ◽  
Country Image ◽  
Marketing Theory ◽  
Content Type ◽  
Place Image ◽  
Tourism Experience ◽  
Antecedents And Consequences ◽  
Practical Implications ◽  
Structured Questionnaire

Purpose The purpose of this paper is to extend international marketing theory by examining country image effects simultaneously from the perspectives of Product-Country Image (PCI), Tourism Destination Image (TDI), and General Country Image (GCI), and by using tourism satisfaction as the central construct in a comprehensive model that investigates post-visit effects in both the product and tourism domains. Design/methodology/approach International tourists from multiple countries were intercepted at the end of a tourism trip and interviewed in-person using a structured questionnaire, resulting in 498 usable responses for data analysis. The model comprised seven constructs measured with 28 variables and was tested with structural equation modelling. Findings The study uncovers a number of cross-effects between a country as destination and as producer, and establishes tourism satisfaction as a core construct that is relevant to both the tourism and product facets of place image. Practical implications Above all, the study’s findings argue strongly in favour of greater coordination between the “product” and “tourism” sides of place marketing. Originality/value The study is original in its integrative analysis of GCI, PCI, and TDI constructs as antecedents and consequences of the tourism experience and, among other original contributions, is the first to investigate the direct link between product beliefs, tourism satisfaction, and post-visit product-related intentions.

Sign in / Sign up

Export Citation Format

Share Document