The Use of Football as a Country Branding Strategy. Case Study

2013 ◽  
Vol 2 (3) ◽  
pp. 225-241 ◽  
Author(s):  
Xavier Ginesta ◽  
Jordi de San Eugenio
Keyword(s):  
Branding Strategy ◽  
Country Branding

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. 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 Social Media Branding Strategy in StartUp Business

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Arsiyanti Lestari ◽  
Siswantini Siswantini
Keyword(s):  
Social Media ◽  
Single Case ◽  
Product Category ◽  
Business Strategies ◽  
Brand Awareness ◽  
Branding Strategy ◽  
Case Study Method ◽  
Qualitative Methodologies ◽  
Selection Of

Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up. Keywords: brand, brand awareness, social media, social media branding, strategy

How companies from developing and emerging countries can leverage their brand equity in terms of place branding

2014 ◽  
Vol 24 (4) ◽  
pp. 293-305 ◽  
Author(s):  
Ram Herstein ◽  
Ron Berger ◽  
Eugene D. Jaffe
Keyword(s):  
Developing Countries ◽  
Conceptual Model ◽  
Developed Countries ◽  
Emerging Countries ◽  
Two Dimensions ◽  
Branding Strategy ◽  
Content Type ◽  
Country Branding ◽  
Emerging And Developing Countries ◽  
Made In

Purpose – The purpose of this conceptual paper is to present a new approach that will enable marketers in developing and emerging countries to promote their products, irrespective of their country of origin’s image. Many companies in emerging and developing countries, intent on exporting their products/services, struggle to overcome the negative “made-in” image barrier. Despite tremendous efforts by the governments of these countries to change the unfavorable image of products made there, their good quality products are still perceived as inferior compared to companies whose products are “made-in” in countries with a positive image, mainly developed countries. Design/methodology/approach – The proposed conceptual model hinges on two dimensions – global political status and human capital capabilities. Using this framework, four different types of country destination positioning emerge, each with its own country branding strategy. Findings – Companies from emerging and developing countries can compete on an equal footing with Western companies by changing their country branding strategy. Companies from countries such as China and Costa Rica can promote themselves better by implementing region and continent branding strategies. Practical implications – The proposed conceptual model enables marketers to cope even with the most negative “made-in” country stereotypes and improve their marketplace positions. Originality/value – The literature review demonstrates that researchers have not dealt with these two dimensions. Consequently, the paper offers marketers a new perspective on the complex issue of country positioning and how to leverage their strengths to maximize their company’s profits.

scholarly journals A Successful Example of Complex Country Branding: The ‘E-Estonia’ Positioning Concept and Its Relation to the Presidency of the Council of the EU

2018 ◽  
Vol 14 (1) ◽  
pp. 87-115
Author(s):  
Árpád Ferenc Papp-Váry
Keyword(s):  
New Technologies ◽  
Good Practice ◽  
Country Image ◽  
The European Union ◽  
Great Opportunity ◽  
Country Branding ◽  
The World ◽  
Country Brand ◽  
The Eu

Abstract Estonia held the presidency of the Council of the European Union for six months from 1 July to 31 December 2017. This was a great opportunity to strengthen and shape the country image, also known as the country brand. They do have something to build on: there have been very few countries in recent years and decades where country branding was so conscious. It was a brave choice: in the early 2000s, they decided that they would become E-Estonia. This is not just a means to communicate but also involves policies and tangible developments regarding electronics, IT, and brand new technologies in order to build the most advanced digital society of Europe and the world. But how did this appear during the EU Presidency and how are Estonian citizens involved in branding? This rather lengthy case study explores the concept as a good practice, also setting an example for other countries.

scholarly journals Country Branding and Country Image: Insights, Challenges and Prospects. The Case of Estonia

2014 ◽  
Vol 4 (1) ◽  
pp. 137-165 ◽  
Author(s):  
Siiri Same ◽  
Maria Claudia Solarte-Vasquez
Keyword(s):  
Content Analysis ◽  
Academic Support ◽  
Brand Identity ◽  
Country Image ◽  
Country Branding ◽  
Tourist Destinations ◽  
Important Target ◽  
Country Brand ◽  
Depth Interviews

Abstract Gaining understanding about customers ’mindset and information on their experiences is a precondition for the formulation of an effective country branding strategy. What potential tourists might learn and how they can be made to feel about a place can help small and not very well-known countries compete with bigger and more popular tourist destinations. The article focuses on the effectiveness of Brand Estonia and claims that it is still a challenge, despite the existence of an ongoing strategy. It also favors the revision of the brand identity selection and the promotion of Estonian brand, and supports a customer-based approach for their assessment. Documentary and empirical evidence show that the image of Estonia among its most important target audiences in the field of tourism does not match the Estonian brand identity. The gap in-between was evidenced by the results and content analysis of 24 in-depth interviews made with a selected group of people well acquainted with the country as well as some branding experts. This article contributes to the existing case study literature with findings that also manifest opportunities to strengthen the country brand, if its formulation develops a realistic brand identity and its promotion is based on accurate, unique and appealing ideas. It proposes academic support to innovative or alternative concepts for the country branding, and comments on applications of this study to more specific fields and further research.

scholarly journals Strategi Brading Kopi Kewadanan dalam Menghadapi Persaingan

2021 ◽  
Vol 1 (1) ◽  
pp. 15-21
Author(s):  
Muchammad Faisal Ramadhan ◽  
Udung Noor Rosyad
Keyword(s):  
Social Media ◽  
Qualitative Method ◽  
Branding Strategy ◽  
Coffee Shop ◽  
Planning Stage ◽  
The Face ◽  
The City ◽  
Coffee Shops ◽  
Implementation Stage

Abstract. Age is no longer a limitation in terms of enjoying a cup of coffee, a drink that is identical to the parents precisely for the time being is a drink that is very popular with many generations. The number of local coffee shops that have sprung up in Indonesia is also one of the factors causing this to happen, including Kopi Kebadanan which appears as one of the coffee shops in Banjar, West Java. Kopi Kewadanan sees several opportunities in building a coffee shop business, especially in cities that, because the numbers are quite small to make an opportunity in the face of competition.The purpose of this study is to find out how the branding strategy carried out by Coffee Entity, to find out how the implementation of the branding strategy carried out by Coffee Kebadanan, to find out the reason Coffee Entity uses Instagram social media as a branding strategy in the face of competition in the coffee shop business. The method chosen to conduct research on this branding strategy the author chose a qualitative method. This type of research is more emphasized to explore the meaning stored in a social phenomenon. That way this type of research can provide in-depth results because the data obtained is open. The strategy used in this research is a case study because this phenomenon occurs within a certain time limit and the researcher emphasizes the process. The results showed that the Branding Strategy undertaken by Kopi Kewadanan was to use Instagram social media. Kopi Kewadanan utilizes features found on Instagram such as photos, videos and Instagram stories to load content from previously created concepts. There is a planning stage that contains research, determines the concept and creates content as well as an implementation stage such as uploading the content via Instagram so that it can be seen by followers who are Banjar city residents even from outside the city. Abstrak. Usia bukan lagi pembatas dalam hal untuk menikmati secangkir kopi, minuman yang identik dengan orang tua justru untuk saat ini menjadi minuman yang sangat digemari oleh banyak generasi. Banyaknya coffee shop lokal yang bermunculan di Indonesia juga menjadi salah satu faktor penyebab hal tersebut dapat terjadi termasuk Kopi Kewadanan yang muncul sebagai salah satu coffee shop yang ada di Banjar, Jawa Barat.Kopi Kewadanan melihat adanya beberapa peluang dalam membangun bisnis coffee shop khususnya di kota tersebut, karena jumlahnya yang cukup sedikit menjadikan kesempatan dalam menghadapi persaingan. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi branding yang dilakukan oleh Kopi Kewadanan, untuk mengetahui bagaimana implementasi dari strategi branding yang dilakukan Kopi Kewadanan, untuk mengetahui alasan Kopi Kewadanan menggunakan media sosial Instagram sebagai strategi branding dalam menghadapi persaingan bisnis coffee shop. Metode yang dipilih untuk melakukan penelitian mengenai strategi branding ini penulis memilih metode kualitatif. Jenis penelitian ini lebih ditekankan untuk menggali makna yang tersimpan pada suatu fenomena sosial. Dengan begitu maka jenis penelitian ini dapat memberikan hasil yang mendalam karena data yang didapat bersifat terbuka. Strategi yang digunakan dalam penelitian ini adalah studi kasus karena fenomena ini terjadi dalam batas waktu tertentu dan peneliti menekankan pada prosesnya. Hasil penelitian menunjukkan bahwa Strategi Branding yang dilakukan oleh Kopi Kewadanan adalah dengan menggunakan media sosial Instagram. Pihak Kopi Kewadanan memanfaatkan fitur-fitur yang terdapat pada Instagram seperti foto, video dan Instagram story untuk memuat konten dari konsep yang telah dibuat sebelumnya. Terdapat tahap perencanaan yang berisi riset, menentukan konsep dan membuat konten serta tahap pelaksanaan seperti mengunggah konten tersebut melalui Instagram agar dapat dilihat oleh followers yang merupakan masyarakat kota Banjar bahkan dari luar kota.

The critical role of stakeholder engagement in a place branding strategy: a case study of the Empordà brand

2019 ◽  
Vol 28 (7) ◽  
pp. 1393-1412 ◽  
Author(s):  
Jordi de San Eugenio-Vela ◽  
Xavier Ginesta ◽  
Mihalis Kavaratzis
Keyword(s):  
Stakeholder Engagement ◽  
Critical Role ◽  
Place Branding ◽  
Branding Strategy
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