scholarly journals Research on Cross-Border Marketing and Traditional Brand Image Remodeling——Take the Old Brand "White Rabbit" as an Example

2020 ◽  
Vol 7 (4) ◽  
pp. 13
Author(s):  
Xianglin He
Keyword(s):  
Brand Image ◽  
Market Competition ◽  
Marketing Strategies ◽  
Added Value ◽  
Brand Identity ◽  
Chinese People ◽  
Development Path ◽  
Cross Border ◽  
User Groups

"White Rabbit" toffee is a traditional Chinese brand with high reputation that bears the good memories of Chinese people. Facing fierce market competition, "White Rabbit" shares user groups with other related or complementary brands through cross-border marketing. Meet the diverse and personalized needs of consumers; use fashion, art, entertainment and other elements to enrich the brand ’s connotation, and increase brand influence and added value; while innovating and changing, finely control the quality and rhythm of brand cross-border marketing and always maintain their brand identity and brand advantage. Through these measures, the "White Rabbit" old-fashioned brand calmly crossed the development bottleneck and gained new life, and the development path explored has brought a lot of inspiration to other old-fashioned brands and brand cross-border marketing strategies.

scholarly journals CUSTOMER LOYALTY PERSPECTIVE DEVELOPED FROM CUSTOMER COMMITMENT

2020 ◽  
Vol 1 (1) ◽  
pp. 20-26
Author(s):  
Denis Fidita Karya
Keyword(s):  
Relationship Marketing ◽  
Customer Relationship Management ◽  
Customer Loyalty ◽  
Market Competition ◽  
Relationship Management ◽  
Customer Retention ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Added Value ◽  
Customer Commitment

This article discusses various aspects of relationship marketing ranging from the benefits of customer retention marketing strategies for the survival of the company to developments that can be done to transform customer retention into customer loyalty. This article also discusses customer recall management as an effort to create and maintain customer loyalty. This is because the effort to create and maintain customer loyalty is an important capital for the company to be able to survive in an increasingly competitive market competition. This is relevant to the view that the main purpose of customer retention efforts is to create and develop relationships with customers based on added value. This article can be used as a basic perspective for further research that examines customer relationship management, especially in the aspect of developing customer loyalty.

scholarly journals A Methodology for Redesigning Networks by Using Markov Random Fields

Mathematics ◽  
2021 ◽  
Vol 9 (12) ◽  
pp. 1389
Author(s):  
Julia García Cabello ◽  
Pedro A. Castillo ◽  
Maria-del-Carmen Aguilar-Luzon ◽  
Francisco Chiclana ◽  
Enrique Herrera-Viedma
Keyword(s):  
Decision Making ◽  
Random Fields ◽  
Markov Random Fields ◽  
Application Performance ◽  
Cross Border ◽  
Markov Random ◽  
User Groups ◽  
Universal Definition ◽  
Definition Of ◽  
Decision Making Model

Standard methodologies for redesigning physical networks rely on Geographic Information Systems (GIS), which strongly depend on local demographic specifications. The absence of a universal definition of demography makes its use for cross-border purposes much more difficult. This paper presents a Decision Making Model (DMM) for redesigning networks that works without geographical constraints. There are multiple advantages of this approach: on one hand, it can be used in any country of the world; on the other hand, the absence of geographical constraints widens the application scope of our approach, meaning that it can be successfully implemented either in physical (ATM networks) or non-physical networks such as in group decision making, social networks, e-commerce, e-governance and all fields in which user groups make decisions collectively. Case studies involving both types of situations are conducted in order to illustrate the methodology. The model has been designed under a data reduction strategy in order to improve application performance.

scholarly journals Changing audience behaviour: festival goers and throwaway tents

2014 ◽  
Vol 5 (3) ◽  
pp. 247-262 ◽  
Author(s):  
Stephen Henderson ◽  
James Musgrave
Keyword(s):  
Conceptual Framework ◽  
Social Marketing ◽  
Consumer Behaviour ◽  
Behavioural Change ◽  
Marketing Strategies ◽  
Added Value ◽  
Change Strategies ◽  
Environmental Practices ◽  
Content Type ◽  
Practical Tool

Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

scholarly journals ANALISIS IDENTITAS VISUAL PADA IKLAN FASHION BRAND INTERNASIONAL DKNY

2018 ◽  
Vol 1 (1) ◽  
pp. 01
Author(s):  
SANDY RISMANTOJO
Keyword(s):  
Brand Image ◽  
Target Audience ◽  
Brand Identity ◽  
Life And Death ◽  
Fashion Brand ◽  
Visual Characteristic

Brand Identity and brand image are important parts of the branding process that must be managed in a sustainable way in order to seek and gain attention from their target audience. Life and death of a fashion brand depends on how the brand manages its image, products and how the brand establishes an intense relationship with its target audience. DKNY is an internationally renowned fashion brand that can be said to have succeeded in managing its brand identity and brand image by developing visual characteristic that no other fashion brand has. This essay will deeply analyze the DKNY’s visual characteristic by reading the icons and index of DKNY fashion advertisings. Keywords: advertising; branding;  fashion;  icon;  index

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals The Socio-Economic Development of Cross-Border Territories: Statistical Monitoring

2018 ◽  
Vol 80 (1) ◽  
pp. 61-67
Author(s):  
О. М. Motuzka ◽  
V. V. Parkhomenko
Keyword(s):  
Economic Development ◽  
Information Needs ◽  
Market Competition ◽  
Global Market ◽  
Border Region ◽  
Goods And Services ◽  
Border Regions ◽  
Cross Border ◽  
Statistical Monitoring ◽  
Socio Economic Development

Because the methodology for studying the socio-economic development of cross-border territories is still poorly developed in the Ukrainian science, this study aims to highlight its theoretical essence and justify the need for statistical monitoring and identification of practical problems related with its applications at personal, institutional and regional level.   Given the global market competition, the socio-economic development of cross-border territories is impossible without creating favorable financial, institutional and infrastructure environment. The socio-economic development of cross-border territories is determined by a set of indicators reflecting the capabilities of territories located on both sides of the border to produce a certain output of goods and services using the available human and material resources.    The importance of cross-border statistics grows with the expansion of cross-border cooperation. Cross-border statistics refers to the generalized information on the socio-economic development of cross-border territories; it has to support the CBC-related operation of central and local administration bodies and private entities in border regions, aimed at expanding business partnerships and meeting public needs on border territories. The source of data for cross-border statistics is the statistics of border regions. The analysis shows that trial decisions used now in the Ukrainian statistics system for testing border region statistics, such as statistics of tourism, including travels abroad, are not capable to meet information needs of the regional development policy, foreign trade statistics and statistics of internal and external migration. The statistics of cross-border regions has to face the following challenges:  improve the comparability of statistical indicators by harmonizing statistical surveys’ methodology, terminology, definitions and classifications; expand and improve printing and publishing activities; develop analytical work; introduce and develop cross-border surveys; construct on-line cross-border database.

scholarly journals A framework for analysing convergenceReceived between online brand identity and online brand image

2018 ◽  
pp. 177-201
Author(s):  
FAIT, MONICA ◽  
SCORRANO, PAOLA ◽  
MAIZZA, AMEDEO ◽  
THRASSOU, ALKIS
Keyword(s):  
Brand Image ◽  
Brand Identity

The Concept of Brand Identity

2017 ◽  
pp. 1-28
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Identity ◽  
Customer Empowerment ◽  
The Way

In this chapter, the concepts of brand identity and brand image and the linkage between them, brand loyalty, are explored, and the way firms can enhance brand loyalty is explained briefly. The challenges that companies face in today's world are touched upon to give managers a better insight as to how different their efforts should be compared to the old days. This chapter also contains material on how to build brands, as a model is reviewed that can help in this regard. Different facets of brand identity are explained briefly, and concepts such as customer empowerment and co-creation of brands are described.

Marketing and Advertisement in Cross-Border E-Commerce

2021 ◽  
pp. 120-147
Author(s):  
Mohammad Zahedul Alam
Keyword(s):  
Cultural Context ◽  
Communication Technologies ◽  
Business Environment ◽  
Marketing Strategies ◽  
The Internet ◽  
Cross Border ◽  
Technological Advances ◽  
Advertising Strategies ◽  
The World ◽  
Policies And Programs

Recently, cross-border e-commerce has been growing rapidly among the developed and developing countries. Marketing managers design marketing and advertising strategies targeted to local and across the country. Companies need to develop separate marketing programs for different country and diverse cultural context. In this chapter, the authors discuss cross-border e-commerce, its development, the advertisement and marketing strategies, policies, and programs that are applicable to the arena of cross-border e-commerce. However, advances in communication technologies, transportation, and other technological advances have made the world a much smaller place. To survive in the competitive business environment today, companies need to make their products and services available online as well as offline. Major technological advances including the explosion of the internet have had a major impact on buyers and the marketers who serve them. To thrive in this new digital age—even to survive—marketers must rethink their strategies and adapt them to today's new environment.

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